DON'T KNOW, DON'T TRY
It is public knowledge that vaping is harmful & illegal in Singapore, so why are we still witnessing a rising trend today?
Don't Know, Don't Try, is a digital social marketing campaign by the Ministry of Health (MOH). This campaign targets Singaporean youths aged 13 to 25. It intends to raise awareness on the harmful effects of vaping as well as reinforce its illegal status in Singapore. This campaign addresses the need for behaviour change.
My role in this project was the leader and designer.
CAMPAIGN PITCH
Campaign Summary:
The big idea, "Don't Know, Don't Try" acts as our campaign title and hashtag. Our overarching message is: Many long-term health risks of vaping are still unknown. Be smart and steer clear, it’s illegal.
Our primary target audience is secondary school students, 13 to 16; who are curious and easily influenced. Our secondary audience is polytechnic and junior college students, 17 to 25, who are vulnerable to peer pressure.
There are four campaign objectives – to raise public awareness about the harmful effects of vaping, its life-threatening symptoms, address misconceptions youths have about vaping, and reinforce that it is illegal.
To achieve our desired impact, the campaign focuses on maintaining visibility through long-term media coverage to raise awareness as well as incite behavioural change, and advocate against the use of vapes.
We plan to approach this serious topic in a lighthearted manner that is friendly and easy to absorb. With this in mind, we chose colours and illustrations are likely to appeal to our target audience.
