Most teens don’t fear addiction. But they do care about disappointing the people they love.

At FCB NY, I helped develop a strategy for The Real Cost, using influencers to show how vaping doesn’t just hurt you—it hurts your relationships.

By analyzing past campaigns, social media behavior, and data on teen attitudes, we uncovered a key truth: teens who vape disrupt moments with loved ones due to their addiction.

That insight guided our creative teams in crafting impactful messaging, which earned recognition from senior leadership.