Whats's in a vape - Interactive Video Site

  • Nicole Mendes

‘It’s an epidemic’ - a scary statement for a harmful trend with terrifying long-lasting effects. This is the message the Food and Drug Administration (FDA) sought to spread using the medium of interactive video to leverage an immersive educational experience targeted directly at vaping’s most at risk consumer segment: U.S teens. The seismic shift of consumption behaviour has seen vape and e-cigarette use skyrocket predominantly amongst high school students, with 80% of young Americans still claiming they do not anticipate profound risk from regular use. The FDA needed the ability to reach 10.7 million teens nation-wide, knowing traditional methods could not generate the engagement necessary to create change. In the first-ever national youth vaping education campaign, WIREWAX, alongside FCB New York and the FDA created What's In A Vape, a mobile-first interactive 360 experience with hard-hitting facts, designed as an investigative game to grab teen's attention.