Señales de humo – OPS

Highlighting the danger of vaping devices and electronic cigarettes among the youth population, as the false belief had spread that they were not as harmful to health as traditional cigarettes.

The best way to reach young people with preventive messages about tobacco was to appeal to their own creativity. We partnered with Smart Films and launched a call for short films made on cell phones to prevent the use of vaping devices and electronic cigarettes. The famous YouTuber Sebastián Silva promoted the "More Cinema, Less Smoke" contest, generating great anticipation and interest.

Over 600 young people enrolled in the call and created short prevention videos. The press impact was extensive, and furthermore, the winning videos, as well as the best among the non-winners, were used as content on social media to increase the impact of the messages.