CASE STUDY > WELL-AHEAD LOUISIANA

UNFILTERED FACTS

Nicotine and Vaping Campaign Generates Statewide Buzz

The Opportunity

Build trust with a skeptical audience.

Nicotine use among Louisiana teens — particularly through vaping — is a statewide health concern. We were tasked with creating a campaign free of scare tactics and overt bias to capture the attention of Louisiana audiences ages 13–17, educate them with unadulterated, honest, edifying and constructive information, and direct them to UnfilteredFacts.com.

The Insight

SAFER ≠ SAFE.

Our research showed that the success of the vaping industry largely depends on the perception that vaping is “safer than cigarettes.” That may sound true, but it’s not the whole story. In reality, while vaping may not carry identical risks to smoking, it presents its own unique set of adverse health effects that go largely unacknowledged — including some we don’t even know about… yet.

The Insight

SAFER ≠ SAFE.

Our research showed that the success of the vaping industry largely depends on the perception that vaping is “safer than cigarettes.” That may sound true, but it’s not the whole story. In reality, while vaping may not carry identical risks to smoking, it presents its own unique set of adverse health effects that go largely unacknowledged — including some we don’t even know about… yet.

By connecting with local foodies, creatives, doctors, and other Influencers, we were able to produce dozens of branded videos that spoke to our audience as peers and unbiased authorities — in ways that felt native to the platforms.

HOW WE MADE IT SIXY

DIFFERENT FLAVORS OF INFLUENCE

We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.

HOW WE MADE IT SIXY

Different Flavors Of Influence

We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.

HOW WE MADE IT SIXY

Different Flavors Of Influence

We knew through research that the audience could be more receptive to our message if it came from independent voices or voices they already trust. So we developed an Influencer campaign for TikTok, Snapchat, Instagram, and YouTube.

By connecting with local foodies, creatives, doctors, and other Influencers, we were able to produce dozens of branded videos that spoke to our audience as peers and unbiased authorities — in ways that felt native to the platforms.

HOW WE MADE IT SIXY

Evening the playing field.

In year two of the campaign, we partnered with the Louisiana High School Athletics Association to secure a set of print and digital ad placements at State Championship events across the state and around the year. Branded content appeared at the football, baseball, softball, basketball, soccer, volleyball, cross-country, and bowling State Championships.

Award-winning messaging to millions.

 Our multi-year campaign achieved more than 152M impressions and we exceeded our targets — as well as industry benchmarks. We were also awarded Best in Show honors by the Public Relations Association of Louisiana (PRAL) at both the Local and State level for excellence in research, planning, implementation, and evaluation. We’re looking forward to taking Unfiltered Facts to new heights again and again.

TOTAL IMPRESSIONS
0 M
CAMPAIGN OUTPERFORMED 75% OF ALL ADS IN THEIR MARKET ON TIKTOK
TOP 0 %

Award-winning messaging to millions.

Our multi-year campaign achieved more than 152M impressions and we exceeded our targets — as well as industry benchmarks. We were also awarded Best in Show honors by the Public Relations Association of Louisiana (PRAL) at both the Local and State level for excellence in research, planning, implementation, and evaluation. We’re looking forward to taking Unfiltered Facts to new heights again and again.

TOTAL IMPRESSIONS
0 M
CAMPAIGN OUTPERFORMED 75% OF ALL ADS IN THEIR MARKET ON TIKTOK
TOP 0 %
Print Impressions
0 K
Clicks
0 K
CTR
0 %
Engagement Increase (YoY)
0 %

Red Stick Award (PRAL–BR)

Social Media Campaign

Bill Michelet Award (PRAL–BR)

Best In Show

Torché Award (PRAL–LA)

Community Relations & Public Service

Torché Award (PRAL–LA)

Social Media Management

Torché Award (PRAL–LA)

Best In Show

Six-Star Reviews

DON'T JUST TAKE OUR WORD FOR IT. READ WHAT THE JUDGES AT THE PRAL AWARDS THOUGHT OF OUR WORK.

Related Case Studies

View All

Let's Get Started.

Fill in the blanks and we’ll respond in one business day.

Just want to chat? Call or email, we’re a nice bunch.