THE TOXIC FRIEND
YOU DON’T NEED
Integrated campaign
Client: Health Promotion Board
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Awards:
GONG SHOW
2x silver
Despite vapes being illegal in Singapore, vaping has gained popularity among youths so much so that it has become an inseparable companion.
In getting youths to reevaluate their relationships with vapes, we liken the habit of vaping to a toxic friendship through a therapy session where a young man opens up about his relationship with a noxious friend.
90%
of non-vapers (aged 14-17 years old) had no intention to vape after our campaign.
74%
of vapers planned to quit vaping.