The Wisconsin Department of Health Services (DHS) recently launched the Tobacco is Changing campaign, which highlights the flavoring and packaging of new tobacco products – both of which make the products more popular with kids. The ads are based on focus group research, which found that Wisconsin parents were largely unaware of these products. Many believed that talking to their kids about not using tobacco was covered by just discussing cigarettes.
To demonstrate the deceptive nature of the products, the ads juxtapose the candy and fruit-flavored products with other things popular with kids, like balloons and piñatas. The campaign is scheduled to run through February and will be seen in cinema, print, and billboard advertising, as well as through online video and paid social media. You can view one of the ads below and the rest on the DHS YouTube page.