According to the American Lung Association, 2.1 million kids use e-cigarettes and 4,000 kids start vaping every day. Despite the prevalence of youth vaping, many parents aren’t aware of the risks associated with e-cigarettes, such as, one vape can contain the same amount of nicotine as a pack of cigarettes, and nicotine exposure during adolescence can harm the developing brain and lead to a lifetime of addiction to tobacco products.
The American Lung Association and the Ad Council have thus launched a national campaign to help parents of kids 10-14 years old understand that they’re the best person to talk to their children about the dangers of vaping. The campaign includes “You’re The Best Person” creative assets in broadcast, radio, digital, social, out-of-home and print, developed pro bono by creative agency Hill Holliday.
The campaign includes two humorous public service films directed by the Perlorian Brothers via MJZ–including this one titled “Narrator”–in which health-related messages are made through old-fashioned means that don’t resonate with kids today. In the case of “Narrator,” the title character from yesteryear’s health class films appears in a youngster’s bedroom to talk about the perils of vaping, citing statistics and sharing other info. The kid doesn’t relate to the narrator, underscoring that the person most able to break through and start a meaningful conversation is mom or dad.
“Vaping is one of those issues that’s been normalized. We wanted to point out the real health risks of vaping and do so in a way that someone might even pay attention to,” said Dave Weist, chief creative officer at Hill Holliday. “Still, this campaign is directed to the parents. When it comes to having a conversation about vaping, don’t let someone else do that job. The best person to talk to your kid about vaping is you.”
The PSAs will appear nationwide in time and space donated by the media.
“Our ongoing partnership with the Lung Association continues to bring critical awareness to the youth vaping crisis nationwide,” said Heidi Arthur, chief campaign development officer at the Ad Council. “Using the power of humor and nostalgia, our latest work reminds parents everywhere that no one can connect with their child like they can – especially when it comes to talking about the dangers of e-cigarettes.”
The campaign encourages parents to visit TalkAboutVaping.org for resources to help them speak to their kids about vaping, including a “Get the Facts” page and step-by-step conversation guide.
Credits
Client American Lung Association Stacy Dilling, chief marketing officer; Kim Lacina, VP, marketing & communications; Daniel Jason, sr. director, marketing & communications. Client Ad Council Heidi Arthur, chief campaign development officer; Hannah Strashun, VP, group campaign director; Brandi Piper, campaign director; Brittney Crosby, assistant campaign manager; Anuar Saab, director, strategy & evaluation. Agency Hill Holliday Dave Weist, Peter Nicholson, chief creative officers; Kevin Daley, EVP, group creative director, art director; Marc Hartzman, EVP, group creative director, copywriter; Melissa Hopple, sr. integrated producer; Brenna Shelton, integrated producer. Production MJZ Perlorian Brothers, director; Andre Pienaar, DP; Eriks Krumins, exec producer; Andrew Sullivan, producer; Niva Chow, assistant line producer. Editorial Nomad Editorial Company Dan Maloney, editor; Julia Williams, exec producer; Nicole Murray, sr. post producer; Nick Dornan, assistant editor. Music Hill Holliday Jim English, creative director & composer. Audio Post Rumblestrip Tom Love, VO recordist & miser; Ken Chase, sr. sound producer. Color Company 3 Tim Masick, sr. colorist; Alexandra Garcia Ortiz, exec producer. Cast Taytem Douglas, Nicole Mitchell, Anthony Botelho
Filmmaker Natalie Johns Creates Spec Gun Violence Prevention PSA
Her social media feed is filled with frustration and “prayers” for families torn apart by yet another mass shooting as filmmaker Natalie Johns is engaged in the morning ritual of negotiating school attendance with her 4½-year-old. Between laughing and arguing with their daughter, the Johns think deeply about the prospect of waking up without her--deeply enough to feel an inch of what it might be like to lose her--a feeling profound enough inspire her most personal commitment to date as a filmmaker.
“Gun violence should not be a normalized part of life in America,” she noted. “I felt it was worth putting my whole heart on the line to deliver this message.”
The director invited her long-time collaborator and cinematographer, Bill Kirstein (Mean Girls, Happyend), to capture their family’s experience over several mornings in a spec PSA. She wanted to capture her own joy and truth as a parent with a view to inspiring action from the deepest love she has known.
On the third day of filming, Johns received an email from their daughter’s preschool notifying parents of a lockdown that had occurred due to a gunman outside the school. The children, aged 2-5, were gathered in a small bathroom for an hour, singing songs with their teachers while the man was apprehended by law enforcement. This was the family’s first narrow escape from tragedy.
“The coincidence of filming this PSA and experiencing my family’s first lockdown was both shocking and surreal. I simply could not wrap my head around it,” said director Johns.
Even more terrifying for Johns was discussing the incident with other parents who had already experienced several lockdowns with their older children. This reality is all too common and far too... Read More