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Flavors Hook Kids
With the explosion of teenage vaping to epidemic levels, the California Tobacco Control Program (CTCP) sought to expose the tobacco industry’s deceptive strategy to hook young users; irresistibly flavored products that hide in plain sight.

The campaign evoked moments that all parents remember; watching their children discover their favorite foods for the first time. This set in stark contrast with a glimpse into today, when their kids are taking their first delicious steps into nicotine addiction.

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"Flavors Hook Kids" launched in TV, digital video, radio and OOH across all 14 markets in California, including Los Angeles, San Francisco, San Diego and Sacramento.

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In our target audience, we saw a measurable jump in “strong agreement” that the tobacco industry targets youth as new customers. Shortly after the campaign wrapped up, several e-liquid companies ceased sales of their products, including those featured in our outdoor campaign.

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