Miami-based creative shop alma has launched a campaign, including this spot titled “Behind the Screen,” for THE FACTS NOW, a division of Tobacco Free Florida that helps current smokers quit.
While researching the target audience, alma found that even though Gen Z craves authenticity on social media, most people who vape never show the real-world consequences of vaping to their viewers. Instead, we only see the “cool” side of the habit–something this campaign shines a light on.
“Behind The Screen” addresses misleading perceptions about vaping on social media, and how it can make teens think nicotine doesn’t physically, mentally, and emotionally impact their health. The further the spot goes on, the truth is revealed.
Directed by Scott Perry via production company Imposter, the :60 shows young teens scrolling on their phones, watching their peers post day-to-day content, often with a vape in hand. This is quickly juxtaposed by the influencers transitioning into their real life where they’re dealing with nicotine withdrawals, mood swings, anxiety and more. It ends saying “nobody posts how bad their addiction is, so don’t fall for everything you see on your feed.”
“As an agency based in Miami, we have a special place in our hearts for the work we get to do with Tobacco Free Florida,” said Alvar Suñol, chief creative officer and co-president at alma. “Social media has had a positive impact on so many young people’s lives, but it’s also exposed U.S. teens to content that doesn’t paint a realistic picture of addition. Authenticity and transparency can inspire action, and if our campaigns can help reach one person and show them how social media can leave out important information, we can raise awareness among teens and help make a difference.”
