In their previous campaign, the Truth Initiative teamed up with Mojo Supermarket to call a vape what it is: a Depression Stick. For the next stage of Depression Stick, Truth wanted to communicate a simple fact: vaping nicotine can amplify feelings of depression and anxiety. That pretty f*cked up.
But how do you tell gen z something without it sounding preachy or cringe? You make the ads just as f*cked up as the truth. Enter Depression Stick TV — a world of bite-sized content as weird and uncomfortable as the truth about vaping. Each 15-second video allowed us to repeat our fact in a way that felt interesting every time and blended in to the chaotic world of teen FYPs.
