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.
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.
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
