Teenagers who vape face a much higher risk of contracting an spreading COVID-19 than their peers who do not vape— but teenagers are not the most vulnerable population in this pandemic. Seniors are. In fact over 80% of all COVID-related deaths are suffered by seniors, and they have something to say about it.
The new “Ditch the Vape Now” campaign from McCann Global Health for the Evelyn Lilly Lutz Foundation features endearing seniors delivering anti-vaping video messages to their grandchildren. But the films don’t just apply to a few vaping grandkids, they speak to an entire generation of vapers, encouraging them to use this rare moment in history to make healthier decisions.
With the pandemic only widening the empathy gap between teens and seniors, McCann Global Health has found a way to humanize the consequences vaping by making senior citizens relatable to a younger generation. In the videos, grandparents fluently use Gen Z jargon making their impassioned pleas hilarious too.
This ScreenWork entry is a message from grandma.
“We know that finger wagging isn’t effective when trying to persuade health behavior change, especially among teens.” observed Briana Ferrigno, president of McCann Global Health. “But we believe our most vulnerable populations to COVID-19—our senior citizens—can also become our most persuasive advocates.”
With teens accounting for much of the spread of COVID-19, there’s a need to adhere to the wisdom of older people. “When grandparents share their time and life stories with adolescents, they also share their heart and spirit.” Said Suzanne Graves, President, Lutz Foundation, “That’s a powerful and rewarding experience for both generations.”
The initiative also invites other senior citizens to post their own anti-vaping video messages using #ditchthevapenow
CreditsClient Evelyn Lilly Lutz Foundation Agency McCann Global Health Dov Zmood, executive creative director; Juan Ferrer, group art supervisor; Brigid Duffy, group copy supervisor; James Etheridge, strategy director; Elyse Winer, strategy jr. associate; Jason Souter, SVP, director of integrated production.
Top Spot of the Week: Honda, RPA, Director Rupert Sanders Share “Unstoppable Dreams,” An Inspiring Reverse Poem
This inspiring Honda spot--directed by Rupert Sanders of MJZ for agency RPA--is the centerpiece of the “Unstoppable Dreams” campaign which brings to life the brand’s “Challenging Spirit” and the idea that resounding success is often the result of failures. The :60 follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1® World Champion Max Verstappen.
The cinematic spot deploys an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.
The “Unstoppable Dreams” film features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1® championship 2021 Red Bull Racing Honda RB16B driven by Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft). The “Unstoppable Dreams” tells a story about how the starting point of achieving success is how one responds to failure.
“Unstoppable Dreams” made its TV debut earlier this week on NBC’s Sunday Night Football and will continue to air during NFL and college football games, and the opening night of the 2024-25 NBA season. The campaign also will be featured on the big screen this fall, at theaters across America during major movie premiere releases, and on Netflix’s ad-supported plan in the U.S., for the highly anticipated series Senna.
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