Case Study – FDA
“The Real Cost” of Vaping
U.S. Food and Drug Administration
Teens / Gen Z
After launching the first iteration of “The Real Cost” campaign against tobacco, the FDA sought to expand their message to teens to include the dangers of e-cigarette use and vaping.
This successful guerilla / postering campaign was deployed in 10,000 high schools across the nation. Using strategic placements and “snarky and irreverent” messages, Refuel achieved 761 million total impressions for the FDA.
With data and insights collected from our proprietary Teen and Gen Z Explorer series, Refuel knows that teens are 14% more likely to see an out-of-home ad and nearly half of students exposed to in school media took action after seeing the ad. Furthermore, almost one-third of those students discussed the ad with a family member or friend.
The Food and Drug Administration is a federal agency of the United States Department of Health and Human Services and is responsible for protecting the public health by ensuring the safety of food, drugs, cosmetics, and medical devices.
Our teen and Gen Z marketing experts at Refuel have a large network of established in-school relationships nationally and leveraged them with an extensive, relevant message for this guerilla marketing campaign to successfully convey the FDA’s message.