A choice to avoid vaping and to
choose you.

CHOOSE YOU CAMPAIGN
WASHINGTON STATE DEPARTMENT OF HEALTH

Credits:
Phillip Allen, Creative Director
Jose Fernandez, ACD/Art Director
Eleanor Chen, Copywriter

Awards:
2024 Hermes Award - Strategic Campaign, Public Health
2023 Anthem Award - Health, Public Service

Challenge: Teen tobacco use remains a major health concern, and the rise of e-cigarettes has hooked a new generation. We needed to break through and combat the persistent appeal of vaping.

Strategy: Teens crave independence, so the “Choose You” campaign is all about empowerment. It's a reminder that they have the power to make their own choices – and that includes prioritizing their health. We focused on the real-world things vaping takes away: their hard-earned cash, relationships, mental well-being, and even the freedom from addiction itself.

Results: The response has been fantastic:

• Digital ads blew past click-through rate targets, showing teens were genuinely engaged with the message.

• Over 1,000 downloads of our campaign toolkit proved that other organizations were finding value in amplifying “Choose You”.

• In just two months, we drove a huge amount of website traffic and, importantly, connected teens with resources to help them quit or avoid nicotine altogether.