The Heart and Stroke Foundation asked us to create a campaign to raise awareness around the dangers of smoking.

We expanded this campaign by focussing to something more insidious for this decade – vaping, one of the biggest scientific experiments in human history driven by fake news proclaiming that it is safe.

We fought fire with fire and created “fake news” click-bait campaigns, using sensationalist headlines of how people were being affected by vaping.

Our fake news articles spread just like fake news does, as people unawarely shared these posts without reading the full articles.

RESULTS

Campaign Budget: R250,000

Impressions:

23,500,000

4 x KPI
22 139 967 digital

Site Visits:

312,825

CPM:

R9.03

3 x Industry
Benchmark

CTR:

1.66%

6 x Industry
Benchmark

PR ROI:

12:1