Times Have Changed

The challenge with this campaign was that most people in Oklahoma didn’t see vape retail licensing as an issue in the first place. Parents, educators, and community leaders cared about protecting youth, but many had no idea how little regulation existed around vape sales. So instead of creating a typical anti-vaping campaign, the strategy was to use a series of bizarre but real Oklahoma laws to highlight how outdated and inconsistent current policies can be. Each ad paired an absurd legal fact with the reality that retailers still don’t need a license to sell vapes in Oklahoma.