So, vaping. Turns out it's really popular among Nova Scotia youth. But a lot of those youth don't really understand its risks. Some don't even realize e-cigarettes still contain nicotine. Our task was to educate them, but in a way that didn't feel too... educate-y.

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Since this generation also loves retro media and technology, we created a world inspired by 8-bit video games and a vape-shaped character who could embody all of nicotine's toxic traits across a series of videos.