California Department of Public Health - Tobacco Control Program

Sandra Soria, Senior Financial Analyst
Julie Lautsch, Media Specialist
Valerie Quinn, Communications/Media Strategist

Duncan/Channon *Lead Agency

Paulo Delacruz, Senior Communications Planner
Carrie Parent, Group Director of Communications Planning
Rachel Young, Account Supervisor
Lindsey Butterwick, Art Director
Jessea Hankins, Copywriter
Anne Elisco-Lemme, Creative Director
Adam Flynn, Brand Strategist

Sparked by the widespread perception that vaping is "harmless water vapor, e-cigarette usage was growing like a weed. The California Tobacco Control Program countered with a hardhitting integrated campaign to show there was more to the story. Overcoming a social-media chorus of enraged vaping enthusiasts, while driving over 400,000 site visits, the effort cut young adult willingness to experiment with e-cigs nearly in half within three months.