These aren’t warnings from faceless legislators, they’re warnings from the heart.

In response to the government’s calls for vapes to carry the same warnings as cigarettes, we invited 12 young people who’ve experienced nicotine addiction first hand, to write their own warnings for vapes. These aren’t warnings from faceless legislators, they’re warnings from the heart.

The act launched UNCLOUD, an anti-vaping brand with a peer to peer voice, to warn and help other young people of the horrors of vaping addiction.

The warnings and broader campaign are set to appear across youth culture and will be presented to decision makers in Canberra as vaping reforms take shape.

CLIENT Minderoo Foundation.

ROLE Concept + Creative Direction

RESULTS
To come…