TRUTH INITIATIVE - A-Stress-MR

As a follow up to our initial Breath of Stress Air campaign, we wanted to reinforce one simple fact: that the thing teens think is chilling them out (their vapes) is actually stressing them out. So we created AStressMR, videos designed to look, sound and feel like relaxing looping ASMR, complete with all the added stress a vape has to offer.

We rolled them out on YouTube, and people actually watched them.

(A lot.)

(Like millions of views a lot.)

IT’S A VIDEO, BUT ALSO A LOOP

While we set out to make glorified ASMR GIFs, they also had to meet TVC standards: end cards, logos, (ad stuff, you get it). So each asset, from the :30 all the way down to the vertical :06 loops just like an ASMR video.

AD: Eddy Allen

CD: Taylor Marsh