Fundação do Câncer Takes Over Online Games to Warn Gen Z About Dangers of Vaping

What if your online gaming session was interrupted by a saboteur named 'VAPE'? That’s exactly what happened to some of Brazil’s top streamers last week — and it was no accident.

To mark World Health Day, Fundação do Câncer and Leo Brazil launched 'VAPE MATA' (VAPE KILLS), a bold, gamer-led campaign that highlights the dangers of vaping for Brazil’s youth. Between April 4th and 6th, anonymous pro players infiltrated popular online games like CS2 and Free Fire under the name 'VAPE,' eliminating or sabotaging well-known streamers. These unscripted encounters were turned into campaign content - drawing a powerful parallel between in-game disruption and the real-life health risks of e-cigarettes.

According to data, 70% of vape users in Brazil are between 15 and 24 - the same demographic that consumes gaming content at scale. The campaign is part of the Vape OFF movement by Fundação do Câncer and was ideated and executed by Leo Brazil, leveraging influencer marketing, streaming platforms, and native gaming language to land the message authentically.

“We wanted to speak directly to gen z using the spaces and codes they relate to. The behavior of ‘VAPE’ in the game mirrors the long-term harm vaping causes in real life,” said Luiz Augusto Maltoni, executive director at Fundação do Câncer.

“More than a PSA, this campaign is a real-time activation of creativity, cultural insight, and social impact,” added Luiz Filipin, creative director at Leo.