Case Study
The Objective
In 2025, the NGO W4O Hellas – Women in Oncology appointed BAAS DIGITAL to develop a fully integrated 360° awareness campaign addressing the risks of vaping.
The challenge was to build a powerful campaign that would resonate first with very young audiences and then with the broader public, while always keeping youth at the center. Our goal was to shift the perception of vaping as a “harmless” alternative to traditional smoking and promote a healthier, addiction-free lifestyle.
Our Approach
Our strategy stemmed from a key insight: among young people, vaping functions primarily as a tool for social belonging. Therefore, our objective wasn’t simply to talk about risks, it was to reframe the relationship between vaping and social status. To dismantle the belief that vaping is cool or trendy and highlight the opposite: that what’s truly cool is saying “no,” especially when something harms you.
In the first phase of the campaign, we addressed teenagers in their own language. With humor and sarcasm as our main allies, we created a “counter-ad” for the fictional brand PUFF’NPOOF®, showcasing its new, terrible flavours and ending with the line: “Vaping is kinda sad. You are not!” We used a mixed-media visual style, blending bold graphic elements with real photography to craft a fresh, pop aesthetic.
In the second phase, we translated the same strategic foundation into a more mature creative language targeting a wider audience. This time, we handed the spotlight to real, positive role models. At the heart of the campaign were the four “golden girls” of Greece’s Women’s National Water Polo Team: Sofia Tornarou, Fotini Triha, Vasiliki Pleouritou, and Eirini Ninou. With the message “Vaping isn’t cool. You are!”, the video features the athletes speaking simply and authentically about why they rejected vaping: not because they were told to, but because it doesn’t suit someone who wants to rise to the top.
For the completion of this campaign, we leveraged our full creative and production capabilities. BAAS DIGITAL handled the entire video production: from scriptwriting, to organizing and executing the shoot at the Resteio Swimming Pool in Palaio Faliro, all the way through to post-production.
The campaign also extended into the Athens metro, where we designed and deployed printed posters.
In both phases, BAAS DIGITAL also designed and implemented a performance marketing strategy across Meta, YouTube, and TikTok, achieving outstanding results, not only in video views but also in video completion rates.
The campaign was also broadcast across television channels.
The Applications
