There’s no denying vaping’s rapid rise to popularity in recent years. But with a growing interest and curiosity among teens, Health Canada needed to make young Canadians aware of the potential negative impacts vaping could have on their developing brains and bodies.

To get youth to stop and consider the consequences of vaping, we flipped the stylish, in-your-face approach the vaping industry often uses to market its products into a bold new fact-based narrative.

The result was a high-energy visual world made up of bright warning colours, unsettling organ-shaped vapour clouds, thumping music and empowered young people — delivered through a youth-focused combination of cinema and online video, digital and outdoor ads, social media, and more.