Background
Working with VicHealth, we wanted to encourage Victorians of all ages - particularly parents - to 'see through the haze' of Vaping.
Objectives
The objective of the campaign was to help parents become aware of the dangers vapes pose to their kids and combat a common misconception that vapes are just 'water vapour'.
To educate and create conversation, we created a sculpture to raise awareness about the dangers of e-cigarettes and how the vaping industry is deliberately targeting minors and young people.
Deliverables
- Developing an emotive sculpture to educate Victorians, we worked to design an artwork that drove thought and conversation around the risks of vaping - specifically targeting parents of children under 12.
- In doing so, we created a visually arresting installation representing a vape cloud and the numerous dangerous chemicals within it.
- Constructed from several layers of perspex and mounted into a 3-dimensional frame (mounted on wheels for ease of relocation), each layer demonstrated a different coloured shape of vapour affixed to the perspex layer, creating an illusion of depth and structure to the vape cloud.
- The key effect left a static, 3D illusion while representing multiple harmful groupings of chemicals.
- The sculpture, housed alongside cultural and scientific works at Scienceworks, acted as a visual representation of the toxic chemicals found in e-cigarettes and came in response to new VicHealth data showing only one in three (34%) parents understand what's in a vape.
Impact
- The activity paired with a tailored media approach, received mass media attention with coverage secured in the Herald Sun, 7 News, Sunrise and ABC Radio Melbourne, amongst others with an audience reach of 7,601,922+.
- Most importantly, the sculpture acted as a conversation starter for the 80,000 people who visited in the period, getting families talking about the very real dangers of vaping.
