The Flavoured Vapes Hook Kids embodies the augmentation of the increase in the number of young people who have tried vaping. In just one year, the number of Canadian teens who have used a vape has increased by 74%.

To embody these alarming numbers, and to further educate parents on this issue, the Canadian Lung Association, Heart & Stroke Foundation and Publicis Canada in Toronto have partnered to create the video campaign: “Flavoured vapes Hook Kids” which highlights how the industry uses flavours to attract young people to products that contain nicotine.

The campaign takes place in Toronto, where an ice cream truck is settled down. The ice-cream man tries to sell products to families and more precisely to kids. When customers ask what's in the ice-cream, the ingredients are quite classic - but there is one ingredient which make the difference: there is nicotine.

The campaign is designed to raise awareness about the negative effects surrounding flavoured vaping products on youth. The video explores the dangerous appeal vape products have on kids and how the 'fun-flavoured' habit has lured kids into thinking it is acceptable and harmless.