Just because it hasn’t hurt you yet, doesn’t mean it’s safe.

Work / Canadian Cancer Society / 2016 / Digital + Social

According to the Propel Centre for Population Health Impact, 16% of BC youth between 15-19 years old have tried vaping. While research is evolving, the long-term health impacts remain unknown.

To get youth to #ThinkBeforeYouVape, the Canadian Cancer Society launched two PSAs paralleling the unknown risks associated with vaping.

In one spot, teens play with green ooze and in the other they cuddle up to a giant pterodactyl-like egg – two scenarios where danger feels just around the corner.

The campaign also featured a transit shelter made to look like a crystal ball. When a button was pressed, teenagers were shown how unclear their future would be if they continued to vape.