The anti-vaping campaign by the NGO W4O Hellas – Women in Oncology, which was launched this summer in collaboration with BAAS DIGITAL, now enters its second phase. This new chapter places the spotlight on four “golden” athletes of the National Women’s Water Polo Team, as living proof that real strength starts with a clean breath.​

Following the first phase, which targeted teenagers with humor and a pop aesthetic– dismantling vaping as a disgusting and sad habit–the campaign now shifts to the broader public, still with a strong emphasis on young audiences. The narrative evolves from deconstructing negative role models to elevating bright and inspiring ones, with a clear message: “Vaping isn’t cool. You are!“​

Leading by example​

The new campaign video, produced in-house by BAAS DIGITAL, features our world champions, Sofia Tornarou, Foteini Tricha, Vasiliki Plevritou, and Eirini Ninou. Four women who, through discipline and personal strength, prove that being “cool” isn’t about following the crowd; it’s about caring for yourself and making your own choices. With honesty and simplicity, they explain that they rejected vaping not because they were “supposed to”, but because it doesn’t fit the mindset of someone who aims high and works to win.​

A Comprehensive 360° Communication Strategy​

For the second phase of the campaign, BAAS DIGITAL leveraged its full creative capabilities, undertaking the entire video production, from scriptwriting and creative direction to shoot planning and execution at the Resteio Swimming Pool, post-production, and digital media rollout across Meta, YouTube and TikTok. Simultaneously, the campaign is already live on Athens Metro train posters, extending its public presence.​

Beyond its creative signature, the BAAS DIGITAL team offered its kind support to W4O Hellas for the realization of this significant campaign, which aims to raise awareness and prevent modern forms of addiction.​

The new video premiered during a press conference on November 19, 2025, at the Athens Capital Hotel – MGallery Collection, attended by our Champions.