do you know what you're vaping
client: nsw government
Agency: BASTION BANJO
While many young people see cigarettes as dirty, smelly, and harmful—they often overlook the dangers of vapes, dressed up in bright colours and flavours like Strawberry Cheesecake, Juicy Watermelon, and Iced Mocha.
Our creative challenged these misconceptions by revealing that vapes contain the same harsh chemicals found in household cleaners and pesticides—ingredients never shown on the pack. Framing the message as a question encouraged people to reach their own realisation about the risks.
Alongside OOH, transit, and social, the campaign also became the basis for school education kits, exploring a more in-depth conversation about the facts of vaping.

Concept / Art Direction
OOH / Transit / Poster / Social / Education school kits