Challenge
Develop a strategy for a speculative influencer-led campaign for The Real Cost aimed at increasing awareness of vaping addiction risks among teens aged 12–17.
Approach
I conducted research to strengthen the target audience profile (Jamie, teens aged 12–17), analyzing past campaigns, social media behavior, and teen attitudes to understand their motivations. This revealed that while addiction alone is not a strong deterrent, teens are more responsive to the idea that vaping disrupts relationships and meaningful moments. I translated this into a strategy centered on emotional consequence and supported influencer research on Tagger, identifying gaming platforms as a key space for reaching the audience authentically.
Impact
The insight and strategic direction informed creative development for the campaign and received positive feedback from senior leadership.
