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. Our inaugural spot, “Vape Money,” is written to speak directly to teens—openly and honestly—providing them with the information they need to make their own choices about their health.