Lung Foundation Australia
The challenge
A study conducted by Lung Foundation Australia found that vape e-liquids contain a dangerous concoction of chemicals. With the number of vape users surging, particularly amongst young people, Lung Foundation needed to reach and connect with people about the dangers and repercussions of using e-cigarettes.
The clever idea
Deliver eye-opening research findings to sing the dangers of vaping. We pushed this message far and wide through a targeted, tactful integrated communications and marketing campaign spanning earned, owned and paid channels. The Unveil What You Inhale campaign leveraged the shock-factor of the research to captivate target audiences, delivering tailored health resources and information to empower young vapers to make safer, more informed choices.
The impact
Reached 36 million+ people through earned media coverage across national, metro and local press stories, hitting 108% over the initial impressions goal
Secured 68 positive earned media features including 3 high-tier national media stories;
Designed and activated targeted social media ads to drive website engagement, resulting in 24,000 campaign specific website page views
Garnered 1.3 million social ads impressions and served to 308K unique users
Drove 1,240 ad shares of the educational campaign and 1,823 resource downloads from The Lung Foundation website