In just one year, the number of Canadian teens who vape has increased by 74 percent. To raise awareness of this alarming situation and to further educate parents, the Canadian Lung Association, Heart & Stroke Foundation has partnered with Publicis Canada in Toronto to create the “Flavored vapes Hook Kids” video campaign which highlights how industry uses flavors to attract young people to products that contain nicotine.
In this particular PSA, we see an ice cream truck vendor selling his treats to families and more specifically to kids. The ice cream flavors are all enticing except for one flaw–each serving contains nicotine. Upon learning this, parents are angered, disgusted and mortified. Yet there is not nearly that same level of disdain and horror when vaping companies push their luscious tropical or kid favorite combo flavors in an effort to get youngsters addicted.
Titled “Ice Cream Truck,” this short was directed by a trio of creatives from Publicis Canada–Tim Kavander, Dean Hore and Lucas Longman.
