The increase in e-cigarette use among teenagers in Greece is a worrying trend. As part of a broader initiative to prevent vaping among young people, BAAS DIGITAL partnered with W4O Hellas – Women for Oncology, a Non-Governmental Organization active in the health sector. We created a 360 anti-vaping campaign aimed at teenagers, centered around the tagline “Vaping is kinda sad. You’re not.”​ The campaign’s communication goal is to dismantle the illusion that vaping is “cool” and encourage personal choice over social pressure. The creative approach uses irony, humor, and the language of young people, avoiding a preachy tone while aiming to raise awareness.
Notably, the campaign’s ads achieved exceptionally high video views and video completion rates, confirming that its messaging successfully engaged the audience.

BAAS DIGITAL was responsible for:

• Full campaign strategic planning​
• Concept creation with the tagline: “Vaping is kinda sad. You’re not.”​
• Video creation with a mixed-media visual aesthetic designed to connect with a young audience​
• Performance advertising on Meta, YouTube, TikTok​​

The campaign also aired on television. BAAS DIGITAL played a key role in a socially impactful initiative, giving teenagers a voice to decide what is truly “cool.” Vaping certainly isn’t.

Learn more about the W4O Hellas – Women for Oncology Case Study, here.