The campaign from the Evelyn Lilly Lutz Foundation highlights the impact on teens’ wallets
Los Angeles, CA, August 24, 2023 — “Ditch the Vape. Get what’s yours,” the newest anti-vaping PSA from The Evelyn Lilly Lutz Foundation, shows how the average $1,000-1,500 that teens spend annually on vaping could be better spent on other experiences and hobbies. Created by McCann Global Health and directed by Greenpoint Pictures’ Allison Swank Owen, the film takes a refreshingly different approach to usual anti-vaping messaging, focusing on the damage to teens’ wallets, not their lungs.
The film inspires teens to make healthier decisions about the money they earn, placing them in a seat of power instead of shaming them for vaping or scaring them with a litany of health repercussions. Guided by the personal passions and hobbies of real-life students, the film playfully shows how the money spent on vaping can fuel a diverse range of interests. And while teens may consider vaping their friend in times of stress or high anxiety, the film’s protagonist boldly declares, “Friends don’t steal friends’ s#!t.”
Filmed at Beverly High School in Beverly, Massachusetts, the casting of this PSA was as vital as its overall message. Featuring real Massachusetts high schoolers and filming at a real high school provided a layer of authenticity which is crucial when speaking to teens.
“I am acutely aware of the pressing need to confront the teen vaping crisis. Through our newest anti-vaping PSA, our aim is not only to inform but to inspire and empower teens to make choices that prioritize their health and their future,” said Suzanne Graves, MD, president of the Evelyn Lilly Lutz Foundation. The Foundation partnered with Beverly High School for this effort. Mark Thomas, Principal of Beverly High School, said, “We are excited to stand alongside Lutz Foundation in this endeavor, reinforcing our commitment to creating a future where our students thrive without the harmful effects of vaping.”
“The point is not to focus on what teens are giving up on. It’s to show them all the amazing things they could be enjoying. When you ditch the vape, you don’t lose something as much as you gain a bunch of new things,” said Dov Zmood, executive creative director at McCann Global Health.
Director Allison Swank Owen added: “Through conversations with [our cast members], we reworked the original script to include our cast member’s actual hobbies. This was a great way to engage our cast and capture those authentic expressions. The most exciting aspect of this project for me was a new take on the problem of teen vaping. It’s not just a health risk; it’s a serious financial burden.”
To bring “Ditch the Vape. Get what’s yours” to life, McCann Global Health and Greenpoint Pictures worked alongside post-production studios BANDIT and SCOUT and editor Zeke O’Donnell, with music from MAS, sound design and mix from Sonic Union, and animation by Ars Thenea. The mixed media style boasting animation and graphics over live-action visuals, all set to a school marching band cadence, is designed to deliver a message that hits home with its teen audience.
Zeke O’Donnell notes, “We were given a lot of latitude to stretch our wings creatively, and the mixed media approach enabled us to create pods of differing personalities from the cast of teens, showcasing their unique hobbies.”
CREDITS
Agency: MCCANN GLOBAL HEALTH
Briana Ferrigno – President of Global Health
Dov Zmood – Executive Creative Director
Dylan Mizner – Senior Producer
Tanya Kennedy – SVP, Group Account Director
Emily Carter – VP, Account Director
Jessica Masur – Jr. Art Director
Dan Weber – Copy Supervisor
Katie Stack – Director, Strategic Planning
Shantell Huggins – Project Manager
Keith Marman – Executive Business Affairs
Julievic Ybanez – Sr. Broadcast Talent Manager
EVELYN LILLY LUTZ FOUNDATION
Dr. Suzanne Graves, Board Member
Joe Knowles, Board Member
Dr. Erin Heiskell, Board Member
Traci Cushman, Board Secretary
BEVERLY HIGH SCHOOL:
Mark Thomas, Principal
Ryan Wood, Assistant Principal
Production Company: GREENPOINT PICTURES
Allison Swank Owen, Director
Michael Kuhn, Founder
Tatiana Rudzinski, Partner, Executive Producer
Leah Donnenberg Ramia, Executive Producer
Karen Berkowitz, Head of Production
Lexy Leeds, Senior Producer
Steve Oare, Producer
Sound Design / Mix: SONIC UNION
Sound Designer & Mix Engineer – Rob Ballingall
Head of Production – Patrick Sullivan
Assistant Engineer – Graham Carpenter
Editorial: BANDIT
Executive Producer: Laura Relovsky
Post Producer: Laura Cavanaugh
Editor: Zeke O’Donnell
Assistant Editor: Chris McNinch
GFX: SCOUT – Greg Paparatto + Paris Glickman
VFX: Chris Davis + Prez Radlowski
Animation: ARS THENEA
Art Director: Rafał Blacharz
Animation: Patrycja Ćmak
Project Manager: Ania Malinowska
Producer: Agnieszka Koterba
Color Grade: NICE SHOES
Colorist: Phil Choe
Assistant Colorist: Matt Annitto
Producer: Isabel Gomez-Boone
MAS – Music and Strategy
James Alvich: Co-Founder/President
Joey Reyes: Executive Producer
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