The Best Work You May Never See: American Lung Association, Ad Council, Hill Holliday Inspire Parents To Talk To Their Kids About Vaping In Perlorian Brothers-Directed PSAs
According to the American Lung Association, 2.1 million kids use e-cigarettes and 4,000 kids start vaping every day. Despite the prevalence of youth vaping, many parents aren’t aware of the risks associated with e-cigarettes, such as, one vape can contain the same amount of nicotine as a pack of cigarettes, and nicotine exposure during adolescence can harm the developing brain and lead to a lifetime of addiction to tobacco products.
The American Lung Association and the Ad Council have thus launched a national campaign to help parents of kids 10-14 years old understand that they’re the best person to talk to their children about the dangers of vaping. The campaign includes “You’re The Best Person” creative assets in broadcast, radio, digital, social, out-of-home and print, developed pro bono by creative agency Hill Holliday.
The campaign includes two humorous public service films directed by the Perlorian Brothers via MJZ–including this one titled “Narrator”–in which health-related messages are made through old-fashioned means that don’t resonate with kids today. In the case of “Narrator,” the title character from yesteryear’s health class films appears in a youngster’s bedroom to talk about the perils of vaping, citing statistics and sharing other info. The kid doesn’t relate to the narrator, underscoring that the person most able to break through and start a meaningful conversation is mom or dad.
“Vaping is one of those issues that’s been normalized. We wanted to point out the real health risks of vaping and do so in a way that someone might even pay attention to,” said Dave Weist, chief creative officer at Hill Holliday. “Still, this campaign is directed to the parents. When it comes to having a conversation about vaping, don’t let someone else do that job. The best person to talk to your kid about vaping is you.”
The PSAs will appear nationwide in time and space donated by the media.
“Our ongoing partnership with the Lung Association continues to bring critical awareness to the youth vaping crisis nationwide,” said Heidi Arthur, chief campaign development officer at the Ad Council. “Using the power of humor and nostalgia, our latest work reminds parents everywhere that no one can connect with their child like they can – especially when it comes to talking about the dangers of e-cigarettes.”
The campaign encourages parents to visit TalkAboutVaping.org for resources to help them speak to their kids about vaping, including a “Get the Facts” page and step-by-step conversation guide.
