tootsie pop campaign
design challenge
The goal of this project is to create an anti-vaping campaign from Tootsie Pop, targeted to 18-25 year olds. The campaign should grab the attention of the target audience quickly and encourage them to reconsider their vaping habit.
interactive ad
This interactive ad encourages the user to select a chemical found in vapes to see what else that same chemical is in. Once the user clicks a chemical the next screen shows a startling comparison such as, “Vapes can produce formaldehyde, a chemical used for embalming bodies. Then the ad encourages them to “Try a Tootsie Pop instead.”
design solution
The campaign refers to the old Tootsie Pop ads using the same characters and color scheme. The eye catching headline “would you suck on that?” immediately grabs the target audience’s attention. The ads each feature a harmful chemical found in vapes and show it in a different light, such as, “a herbicide used to kill weeds.” The ads encourage the audience to “Try a Tootsie Pop instead.” The ads would be displayed around college campuses to reach the target audience.
project results
The project achieved its goal of crafting an anti-vaping campaign that appeals to college-aged individuals. Utilizing a headline with a shock factor, the campaign quickly captures the attention of the target audience. Unlike traditional anti-vaping ads that adopt a serious tone, this campaign uses humor to. initially engage the audience. However as they delve deeper, they are met with alarming facts about the harmful chemicals in vapes. The ad concludes by offering a solution to quit vaping: a Tootsie Pop.
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