David vs. Goliath - Services

Depression Stick + Breath of Stress Air

Young people start vaping to decrease anxiety, depression, & stress, but they don’t know vaping can amplify those feelings. Enter “Depression Stick,” the first vape brand to tell the truth. We acted like every vape brand: we pitched convenience stores, influencers, and lobbyists to show young people how vape brands sell depression and anxiety. We followed with a wellness ad, “Breath of Stress Air,” to show young people vaping doesn’t actually relieve stress. The result: young people who saw the campaign agreed: Buying vapes is like buying depression and anxiety.

Brand: Truth Initiative
Client: Truth Initiative
Agency: Mojo Supermarket
Language: English