Gatecrasher creates new ‘See Through the Haze’ Victorian vaping education campaign

Cancer Council Victoria, together with Quit and Victorian Health Promotion Foundation (VicHealth), have launched Australia’s largest anti-vaping campaign. The new ‘See Through the Haze’ campaign was created via Gatecrasher and is designed to dispel misperceptions around the harmlessness of vaping.

E-cigarette use is continuing to rise, especially among those under 40 years of age and there is an urgent need to inform individuals that e-cigarettes are not safe for vapers or the people around them.

Adam Barker, Creative Partner at Gatecrasher, said: “The creative opportunity we found was to both convey the fact that poisons are present in vapour, and at the same time deglamourise the visual ‘cool’ of vapour clouds.”

Kelly Dienaar, Head of Media and Communications at Cancer Council Victoria, said: “With the prevalence of e-cigarette use increasing, especially among young people, it is crucial to urgently raise awareness about the potential risks associated with vaping. Studies have revealed the presence of over 200 substances in e-cigarette e-liquids and aerosols, with 42 of them being harmful when inhaled. The primary objective of this campaign is to educate people who vape and those around them, about the potential dangers of vaping, emphasizing the fact that e-cigarettes contain numerous toxic chemicals. By increasing knowledge about these risks and possibly generating concern and discomfort about the potential impacts, individuals who vape may be prompted to question their vaping behavior. This, in turn, could motivate them to quit vaping or seek assistance in doing so, ultimately leading to attempts to quit altogether.”

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Credits
Client: Cancer Council Victoria
Head, Media and Communications, Prevention: Kelly Dienaar
Marketing & Campaign Advisor: Amelia Seeber
Research and Evaluation Manager: Eve Mitsopoulos
Marketing Manager, Prevention: Maddy Leigh
Agency: Gatecrasher
Senior Account Director: Emma Lambert
Account Manager: Sara Cunningham
Creative Partners: Adam Barker & Lori Canalini
Senior Art Director: Henry Billington & Dan Triscari
Managing Director: Tony Scampoli
Production
Production Company:Stir Fry Content
Director: Matt Sav
Producers: Anouk Ratnawibhushana, Elsie Shaw
DOP: Tim Fitzgerald
1st AC: Arthur Bienkowski
Gaffer: Grant Wilson
Best Boy Electric: Finn Barrett
DIT: David Attwell
Grip: Greg McKie
Best Boy Grip: Clint Lawrence
Sound Mixer: Jeremy Ashton
Casting: Megan Riley, Toesox Productions
Location Manager: Claire Burton
Location/Unit Manager: Jakob Clements Grasa
Production Design: Monique Wajon
Art Department: Hannah Terpsis, Christopher Sparrow
Hair & Makeup: Kate Farmer
Wardrobe: Danielle Chilton
VFX & Post: Cutting Edge
On-set VFX Supervising: Siamese
VFX Concept Development: Sam Price
Storyboards: Raphael Thexeira
Sound Design: Nick Gallagher, Cue Sound
Social exports: Ben Wright
Production Coordinator: Jess Seinor
Production Assistant: Alexa Teixiera