‘Ditch the Vape’ PSA from The Evelyn Lilly Lutz Foundation Focuses on What Teenagers Can Gain from Quitting

‘Ditch the Vape. Get what’s yours,’ the newest anti-vaping PSA from The Evelyn Lilly Lutz Foundation, shows how the average $1,000-1,500 that teens spend annually on vaping could be better spent on other experiences and hobbies. Created by McCann Global Health and directed by Greenpoint Pictures’ Allison Swank Owen, the film takes a refreshingly different approach to usual anti-vaping messaging, focusing on the damage to teens’ wallets, not their lungs.

The film inspires teens to make healthier decisions about the money they earn, placing them in a seat of power instead of shaming them for vaping or scaring them with a litany of health repercussions. Guided by the personal passions and hobbies of real-life students, the film playfully shows how the money spent on vaping can fuel a diverse range of interests. And while teens may consider vaping their friend in times of stress or high anxiety, the film’s protagonist boldly declares, “Friends don’t steal friends’ s#!t.” 

Filmed at Beverly High School in Beverly, Massachusetts, the casting of this PSA was as vital as its overall message. Featuring real Massachusetts high schoolers and filming at a real high school provided a layer of authenticity which is crucial when speaking to teens. 

“I am acutely aware of the pressing need to confront the teen vaping crisis. Through our newest anti-vaping PSA, our aim is not only to inform but to inspire and empower teens to make choices that prioritise their health and their future,” said Suzanne Graves, MD, president of the Evelyn Lilly Lutz Foundation. The Foundation partnered with Beverly High School for this effort. Mark Thomas, Principal of Beverly High School, said, “We are excited to stand alongside Lutz Foundation in this endeavour, reinforcing our commitment to creating a future where our students thrive without the harmful effects of vaping.” 

“The point is not to focus on what teens are giving up on. It’s to show them all the amazing things they could be enjoying. When you ditch the vape, you don’t lose something as much as you gain a bunch of new things,” said Dov Zmood, executive creative director at McCann Global Health. 

Director Allison Swank Owen added, “Through conversations with [our cast members], we reworked the original script to include our cast member’s actual hobbies. This was a great way to engage our cast and capture those authentic expressions. The most exciting aspect of this project for me was a new take on the problem of teen vaping. It’s not just a health risk; it’s a serious financial burden.” 

To bring ‘Ditch the Vape. Get what’s yours’ to life, McCann Global Health and Greenpoint Pictures worked alongside post-production studios BANDIT and SCOUT and editor Zeke O’Donnell, with music from MAS, sound design and mix from Sonic Union, and animation by Ars Thenea. The mixed media style boasting animation and graphics over live-action visuals, all set to a school marching band cadence, is designed to deliver a message that hits home with its teen audience. 

Zeke O’Donnell noted, “We were given a lot of latitude to stretch our wings creatively, and the mixed media approach enabled us to create pods of differing personalities from the cast of teens, showcasing their unique hobbies.”