The Government of Rio de Janeiro launched a public awareness campaign against electronic cigarettes. The outdoor and print advertisements target young consumers to debunk the idea that vaping is harmless. The physical execution relies on a minimalist design to subvert the cool image associated with the product. The visuals transform trademark fruity Flavors into symbols of physical decay.
The creative work depicts human lungs as rotting strawberries , mangoes and pears. Each rotting fruit image is paired with text referencing serious health conditions. The campaign features taglines such as “Strawberry flavoured Emphysema” and “Mango flavoured Fibrosis” and “Pear flavoured Cancer”. This direct messaging exposes the contradiction between sweet flavouring and severe disease.
The striking posters operate as a stark warning about the long term consequences of inhaling chemicals. The strategy strips away the slick packaging used by manufacturers to hook young audiences. The stark visual contrast effectively communicates the dangers of these products without requiring heavy text. The initiative aims to shift public perception and prevent a new generation from developing nicotine addiction.
Campaign Name: Vape
Agency Name: Propeg
Brand Name: Government of Rio de Janeiro
Location: Brazil
