Client: University Project
Year: 2022
Roles: Graphic Design I Photography I Design Strategy
Vapes Aren't Mates is a vaping awareness campaign for the Victorian Government. The brief required a professional multi-page campaign proposal on a social issue of choice, encompassing research, insights, strategy, design collateral and media extensions.
At the time of creation, Australia had only two vaping awareness campaigns, both in NSW and aimed at adolescents, their parents, and/or teachers. There was a need for an anti-vaping campaign in Victoria, specifically targeting the highest age bracket of Australian vapers, those aged 18-24.
This campaign took a new approach by capturing stories from everyday people's negative experiences with vaping. Extensive research revealed that sharing real-life experiences would be an impactful way to convey the message to the target audience. Each quote featured in the campaign is drawn from real people's experiences.
