Wyoming Dept. of Health - teen vaping
The youth smoking rate in Wyoming is 16% and current e-cig rate is 29%, indicating a resurgence in tobacco usage in youth. 50% of Wyoming kids have tried vaping. They say, "It's not smoking, it's vapor," because that's the impression they've been given. And, just like that, smoking or inhaling something is becoming socially normal again for a new generation.
The Goal
The Wyoming Department of Health asked Image Brew to help teens see vaping for what it really is: another harmful tobacco product. Our job was to translate that message into short, attention-grabbing content that felt fun, modern, and impossible to ignore.
Approach
Our creative approach mixed hard truths with unexpected humor—striking a balance between serious content and an upbeat, memorable tone. Authenticity mattered, so we launched a statewide casting call. After traveling to major cities across Wyoming, we assembled a cast of 45 real local teens whose personalities gave the campaign its spark. We produced 15 social-first videos shaped directly by how teens talk and think about vaping.
Impact
By engaging Wyoming teens themselves, using humor and real voices from across the state, this campaign helped create shareable, authentic content that speaks directly to the audience most affected. Feedback from schools, parents, and community partners indicates strong recall and positive conversations around vaping harms—exactly the kind of cultural shift prevention work is built on.
Retellings
We expanded the campaign with four Comedy Central’s Drunk History–style spots built from the funniest moments in our teen interviews. Three stand-up comedians reenacted those real stories in our studio, using bold art direction and hilarious editing, to keep the comedy quick and memorable.
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