Brand: Escape the Vape Hawaiʻi
Campaign: “Vape Money”
Agency: Rescue

In early 2020 headlines announced a “mysterious” vaping sickness that hospitalized teens across the nation. As scientists weighed in, the dangers of vaping became apparent and the Hawaiʻi State Department of Health tasked our team with creating a teen-centric anti-vaping brand.

No teen responds well to being told what to do, so our priority with the flagship campaign was to set the right tone. Enter Escape the Vape Hawaiʻi. I wrote our inaugural spot, “Vape Money,” in an effort to speak directly to teens—openly and honestly—providing them with the information they need to make their own choices about their health.