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Media Type
Video
Target Audiences
Adults, Parents
Languages
English
Cost
Free
Produced For
California Department of Public Health
Campaign
Themes
Youth - Prevention, Tobacco Products - E-cigarettes
Description
Youth experimenting and using e-cigarettes and/or vaping products.
Ad Status
Current 
Year Produced
2018
Last Date Modified
5/9/2019
 

Order Options Available - 1

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Transcript
VISUAL:
The camera opens on a teenage girl sitting on the floor and working on her laptop. The camera cuts from the girls to close up shots of the girl on her laptop. She is talking to her friend who is sitting on the bed. They are having a conversation about a boy at school when the girl on her laptop pulls a JUUL from her laptop port and hands it to her friend sitting on the bed.

GIRL 1: I’m not telling you.


GIRL 2: Is he cute?


GIRL 1: *Sigh* You’re so annoying.


GIRL 2: Is it… the boy that always talks to you?

GIRL 1: Maybe…

GIRL 2: HIM?!? Really??


GIRL 1: Yeah, I know!


GIRL 1: He’s not popular, but I like that.


VISUAL: The girl sitting on the floor grabs the flash-drive looking device from her laptop and hands it to her friend sitting on the bed. The camera freezes on her passing the device over.


ANNCR VO: You just missed the tobacco industry’s latest scam.


VISUAL: The camera rewinds itself in a glitchy way replays the girl handing the Juul over to her friend sitting on the bed


ANNCR VO: Because you were supposed to.

US v. Philip Morris (excerpt of a letter from a Big Tobacco packaging consultant)
- We're adults. You've got a group of talented kids. Hence this letter. We have been asked by our client to come up with a package design . . . a design that is attractive to kids . . . (young adults). We were wondering if this project might serve as a challenging assignment for your package design class(es). . . Note: While this cigarette is geared to the youth market, no attempt (obvious) can be made to encourage persons under twenty-one to smoke. The package design should be geared to attract the youthful eye . . . not the ever-watchful eye of the Federal Government."

VISUAL: We now see a vape cloud around the bed and the room fill with smoke.


GIRL 2: So mango-y.


SUPER: Flavored E-cigs: Easier to smoke, harder to spot.

VISUAL: Cut to end card.

END CARD: Addiction is not a phase


Catalog ID  QYSH 11168 (E-30)
Length  30 s
Language  English


 
 

Testing/Evaluation

Formative research or evaluation results are available for this ad or campaign. Please contact mcrc@cdc.gov to request it.
 
 

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