The Challenge
TobaccoFreeCA has a mission: to combat the deliberate targeting of marginalized communities by Big Tobacco in California.
Tobacco product addiction in the LGBTQ+ community not only hurts those who are addicted and the people around them, it also hurts the community’s struggle for justice and equality.
Every dollar spent on tobacco supports an industry that is one of the top corporate funders of anti-gay politicians.
TobaccoFreeCA wanted to amplify personal stories and spark important social conversations by aligning with influential members of the community.
The Solution
Working with MAX, TobaccoFreeCA partnered with artist and queer icon Hayley Kiyoko.
In content shared through her social accounts, Hayley talks about why she doesn’t let vaping control her during her health & wellness journey and how she deals with anxiety and pressure in healthy ways.
Content clicked through to a landing page where people could access resources to help them quit using vape products.
Hayley Kiyoko was selected for her ability to reach Gen Z audiences (aged 16-24 years old) with a focus on the LGBTQIA+ community.
The Results
Featuring artist Hayley Kiyoko, this No Vapes campaign exceeded industry benchmarks and fostered an empowered, informed LGBTQ+ audience, equipping them with resources and inspiration to quit vaping and advocate for their wellness.
More importantly, the initiative succeeded in elevating the conversation around vaping, wellness, and social justice for LGBTQ+ Californians.
By blending authentic storytelling, strategic artist partnership, and data-driven marketing, MAX helped the California Department of Public Health empower the community with knowledge and actionable resources.
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