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FCB and FDA Launch 'Addiction Isn’t Pretty' Targeting Teens in the Battle against Vaping

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Newest instalment of 'The Real Cost' created by FCB New York features award-winning documentary filmmaker Katina Mercadante

FCB and FDA Launch 'Addiction Isn’t Pretty' Targeting Teens in the Battle against Vaping
FCB and FDA show just how far teens would go to vape in the newest evolution of 'The Real Cost' youth tobacco prevention campaign with a new creative launch titled 'Addiction Isn’t Pretty'. Teaming up with award-winning documentary filmmaker Katina Mercadante, the FCB New York campaign displays real-life situations surrounding teens who do whatever it takes to vape in a series of riveting commercials. As the stories shown are based on true events, Mercadante used non-actor teens to capture the true essence and authenticity of these crucial moments. 

While many teens are finally realising the true detriments of vaping and nicotine, over 27% of high school students were still using e-cigarettes in 2019. 'Addiction Isn’t Pretty', inspired by actual anecdotes pulled from social media, dives deep into the mindset of teens across the country and depicts 'the real cost' of vaping.

In one clip, two friends are gossiping in a bathroom stall, when the friend accidentally drops her vape in the toilet. She fishes it out and proceeds to use it, much to her friend’s disgust. Another segment features a real-life family, in which the teenaged son anxiously waits for the right moment to swipe money from his mother’s purse. He finally does, but not without escaping his younger brother’s gaze.

“What drug is so powerful that it can drive you to steal money from your loved ones? This is one of the questions that ‘The Real Cost’ is asking with this campaign,” said Gary Resch, FCB New York EVP, executive creative director. “While teenagers are starting to realise the risks of vaping in very stark terms, ‘Addiction Isn’t Pretty’ seeks to amplify this change in perception and drive more provocative conversation among these at-risk kids.”

'The Real Cost', first developed by FCB in 2014, has successfully prevented nearly 587,000 youth from smoking cigarettes. For each teen prevented from becoming a smoker, there is an estimated $180,000 in cost savings – a total of over $53 billion in future medical costs averted, to date. In 2018, FCB New York and FDA took on the challenge of launching the first national youth vaping education campaign to teach teens the 'real cost' of vaping.

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Director, Office of Health Communication and Education: Kathy Crosby

Deputy Director, Office of Health Communication and Education: April Brubach

Director, Division of Public Health & Education: Gem Benoza

Health Communications Specialists: Shay Abagat, Jasmin Bush and Alison Kulas


Agency: FCB New York

President: Emma Armstrong

Chief Creative Officer: Gabriel Schmitt

EVP, Executive Creative Director: Gary Resch

Associate Creative Director: James Meiser and Tara Dobson

Executive Integrated Producer: Christopher Lenz

EVP, Group Management Director: Suzanne Santiago

SVP, Account Director: Dimas Adiwiyoto

Account Directors: Mallika Rao and Jared Shell

Account Supervisor: Ally Morrow

Account Executives: Ariana Tsapralis, Jonathan Skewes and Natalie Costa

Assistant Account Executive: Logan Paul

Project Manager: Nicole Lopez


Production company: Park Pictures

Director: Katina Mercadante

Executive Producers: Jackie Kelman Bisbee and Cody Ryder

Producer: Jed Hubbard

DP: Karina Silva


Editing Company: Nomad

Editor: Adam Schwartz

Assistant Editor: John Osment

VFX / Finishing: Alex Chizhov

Executive Producer: Jennifer Lederman

Producer: Valerie McAndrews

Colour: The Mill

Colourist: Damien Van Der Cruyssen

Colour Producer: Megan Rumph

Colour Assistants: Elias Nousiopoulos, Andrew Ceen, David Franzo, Aaliyah Lambert and Calvin Bellas

Music / Mixing

Executive Creative Director: Brian Yessian

Head of Production: Michael Yessian

Creative Director: Michael Dragovic

Executive Producer: Marlene Bartos

Senior Producer: Evelyn Brown

Producer: Matt Zinone

Sound Design / Mix Engineer: Weston Fonger

Composer: Michael Dragovic

Categories: Health, Corporate, Social and PSAs

FCB New York, Fri, 14 Aug 2020 15:22:07 GMT