Vaping is ugly behind the screen

Miami-based creative agency Alma, recognised for campaigns such as Better with Pepsi and Coors Light Iceman, has launched its latest work for The Facts Now, a division of Tobacco Free Florida. This initiative, named Behind The Screen, addresses the disparity between the glamorous portrayal of vaping on social media and the reality of nicotine addiction.

The campaign’s video juxtaposes teens enjoying vaping with their struggles off-camera, highlighting withdrawal symptoms and anxiety. It ends with a poignant message: “nobody posts how bad their addiction is, so don’t fall for everything you see on your feed.”

Launched on June 17, the integrated campaign features 60-second and 30-second spots across OTT & streaming video, radio, digital, and social media platforms. This effort follows Alma’s previous anti-vaping campaign, “Textimonials,” and aligns with the agency’s repositioning as The Ungeneral Agency, focusing on culturally resonant, insight-driven work.

“As an agency based in Miami, we have a special place in our hearts for the work we get to do with Tobacco Free Florida,” said Alvar Suñol, Chief Creative Officer and co-President at Alma. “Social media has had a positive impact on so many young people’s lives, but it’s also exposed U.S. teens to content that doesn’t paint a realistic picture of addiction. Authenticity and transparency can inspire action, and if our campaigns can help reach one person and show them how social media can leave out important information, we can raise awareness among teens and help make a difference.”

“Vaping by our middle and high schoolers across Florida has come down from its recent meteoric rise, in large part due to sustained education and awareness initiatives much like this new campaign,” said Laura Corbin, Bureau Chief for Tobacco Free Florida. "Continuing these concerted efforts to reach young Floridians where they get information and cultural input, which we know more than ever is through their phones and devices – can help keep them informed of the dangers of vaping and protect their health in the long run."