Department of Public Health

For Gen Z vapers, vaping isn’t a choice, it’s an unconscious reflex. The Department of Public Health asked us to create a peer-driven, snack-able campaign that disrupts mindless vaping during the habit loop.

The idea: Mindless vaping interrupts your rhythm. So, let’s turn it into a challenge—ditch the vape and press play on your favorite song to find your rhythm again.