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Grandparents Tell Us Vaping during Covid Is Whack in New Anti-Vaping PSA

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McCann Global Health's 'Ditch the Vape Now' campaign encourages an entire generation of vapers to use this rare moment in history to make healthier decisions
Grandparents Tell Us Vaping during Covid Is Whack in New Anti-Vaping PSA

Teens who vape face a much higher risk of contracting and spreading Covid-19 than their peers who do not vape - but teenagers are not the most vulnerable population in this pandemic. Seniors are. In fact over 80% of all Covid-related deaths are suffered by seniors, and they have something to say about it.

The new 'Ditch the Vape Now' campaign features endearing seniors delivering anti-vaping video messages to their grandchildren. But the films don’t just apply to a few vaping grandkids, they speak to an entire generation of vapers, encouraging them to use this rare moment in history to make healthier decisions.


With the pandemic only widening the empathy gap between teens and seniors, McCann Global Health has found a way to humanise the consequences vaping by making senior citizens relatable to a younger generation. In the videos, grandparents fluently use Gen-Z jargon making their impassioned pleas hilarious too.

“We know that finger wagging isn’t effective when trying to persuade health behaviour change, especially among teens.” observed Briana Ferrigno, president of McCann Global Health. “But we believe our most vulnerable populations to Covid-19, our senior citizens, can also become our most persuasive advocates.”

With teens accounting for much of the spread of Covid-19, there’s a need to adhere to the wisdom of older people. “When grandparents share their time and life stories with adolescents, they also share their heart and spirit,” added Suzanne Graves, president, Lutz Foundation. “That's a powerful and rewarding experience for both generations.”

The initiative also invites other senior citizens to post their own anti-vaping video messages using #ditchthevapenow


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Client

Client: Lutz Foundation

President: Suzanne Graves

Agency

Agency: McCann Global Health

President, McCann Global Health: Briana Ferrigno

Executive Creative Director: Dov Zmood

Group Art Supervisor: Juan Ferrer

Group Copy Supervisor: Brigid Duffy

Account Supervisor: Emily Carter

Senior Project Manager: Angela Guglielmo

Strategy Director: James Etheridge

Elyse Winer, Strategy Junior Associate
Production

SVP, Director of Integrated Production: Jason Souter

VP Director Talent Payment, Business Affairs: Terry Marcello

Business Manager, Business Affairs: Phyllis Greenwald

Media Engagement

President, McCann Health Engagement: Jeffrey Erb

VP, Resonance, McCann Health Engagement: Lee Daniels

VP, Director Media Planning, McCann Health Engagement: Jeanne Jennings

Genres: Comedy, People

Categories: Health, Corporate, Social and PSAs

McCann Health, Wed, 18 Nov 2020 16:21:39 GMT