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.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More