Since 2018 Addrenaline has been the vendor of record for campaign design and management for the KFL&A Health Unit's (Kingston, Frontenac, Lennox, Addington) Youth Anti-Vaping Strategy. In order to reach the target audience (13 to 18 year olds) Addrenaline developed a fictitious hip-hop artist named Lil' Vape. The strategy involved producing a hip hop song "Blow Yo Money In The Air" complete with custom instrumentation and lyrics/lyricist (a well known Toronto hip hop artist) that aimed to take the "cool" out of vaping. Addrenaline filmed and edited a music video for the campaign that brought the song to life, and would be the central vehicle for driving eyeballs to the messaging and the campaign. Over the course of a year Addrenaline would use Instagram and Twitter to slowly reveal that while on tour, Lil' Vape was becoming ill and experiencing the side effects of vaping firsthand. Addrenaline continues to manage this campaign, now known as Vepidemic, through 2020. Here is our client's impression of how original and cutting edge this campaign turned out to be: