Vaping is often portrayed to young people as a “harmless” habit. In the second phase of W4O Hellas’ anti-vaping campaign, BAAS DIGITAL set out to challenge and overturn this narrative. Featuring world champions from the Greek Women’s National Water Polo Team, the campaign highlighted the importance of health, strength, and making authentic, conscious choices.

Through a targeted digital strategy across Meta, TikTok, and YouTube, complemented by television exposure and out-of-home placements on Athens metro trains, the message achieved wide reach and strong engagement. The campaign delivered a powerful social impact, encouraging young audiences to make informed decisions and inviting them to redefine what “cool” truly means.

Rather than simply building on the success of the first phase, the second phase significantly surpassed it, recording a sharp increase in reach and audience engagement. This performance confirmed the effectiveness of both the strategic approach and the creative execution.

Learn more about the W4O Hellas – Women for Oncology case study, here.