These parasitic creeps piggybacking on teens personify the dangers of vaping

McCann Health debuts dark campaign for the Evelyn Lilly Lutz Foundation

Published On
May 01, 2019

Editor's Pick

Creepy Golem-like parasites cling to the backs of teens in a series of darkly comedic PSAs from McCann Health. One digs through a girl’s locker, tossing away her books in desperate search of something. Another piggybacks onto a boy, crying out that he’s not going to make it—he’s going to die! 

The zombie barnacles personify the nagging, controlling urges experienced by the school kids, who are consumed by their vaping habits. The campaign, for the Beverly, Massachusetts-based nonprofit the Evelyn Lilly Lutz Foundation, is the first work created by the agency under the leadership of Matt Eastwood, the former JWT Global CCO who stepped into the same role at McCann Health in January.

The four films target 13-18 year-olds, with the aim to get them to stop, or never even begin, vaping. Running on social media for a year, they were directed by Bjorn Ruhmann via Smuggler.

“The rise in teen vaping is a crisis we have to address now. As a pediatrician, these are not just statistics to my colleagues and me, they represent the future lives and health of our youth and our community,” said Suzanne Graves, MD, president of the Evelyn Lilly Lutz Foundation in a statement.  “We knew that we needed something different, something bold, to reach young people in a way that resonated.” 

According to a FDA survey on U.S. youth and tobacco, the number of young people who smoke e-cigarettes doubled to 3.6 million in 2018, compared to the previous year. The campaign creators note that vaping health risks include potential nicotine addiction, exposure to  potentially harmful chemical ingredients and the dangerous effects of nicotine on young people's developing brains.
 

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Credits

Date
May 01, 2019
Agency:
McCann Health
Client:
Evelyn Lilly Lutz Foundation
Global Chief Creative Officer:
Matt Eastwood
Director:
Bjorn Ruhmann
Production Company:
Smuggler
Director of Integrated Production:
Nathy Aviram
Executive Creative Director:
John Washburn
Creative Director:
Ryan Paulson
Creative Director:
Carlos Wigle
Design Director:
Dave Mashburn
Producer:
Wes Falik
Global Health President:
Briana Ferrigno
Strategist:
Alix Floyd
Strategist:
James Etheridge
Account Supervisor:
Emily Carter
SVP, Connection Strategy:
Luis Garrido
VP Content Strategy Director:
Will Zweigart
Senior Social Strategist:
Grace Freeman
McCann Health SVP Global Communications:
Prateek Patnaik
Media:
Universal McCann
Executive Producer:
Patrick Milling-Smith
Executive Producer:
Alli Kunzman
Executive Producer:
Brian Carmody
Director:
Bjorn Ruhmann
Director of Photography:
Benjamin Kitchens
AD/Line Producer:
George Nessis
Production Designer:
John Hammer
Stylist:
Brooke Ohsman
Casting Director:
Maya Adrabi
Sales & Management Associate:
Trace Henderson
Editorial Company:
Gattie and Lopez
Editor:
Chuck Willis
Assistant Editor:
Brooke Flowers
Managing Partner:
Sue Willis
Executive Producer:
Anna Petitti
Sound Mixer:
Walter Bianco
FINISH/VFX:
Gattie and Lopez
Color:
MPC
Colorist:
Ricky Gausis
Executive Producer:
Meghan Lang

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