Singapore – The Health Promotion Board condemns vape use amongst the youth through its latest campaign in collaboration with TBWA\Singapore. Amidst the prevalent use of e-cigarettes, the campaign encourages Singaporean youth to shift their behaviour.
The Health Promotion Board and TBWA\Singapore’s nationwide ‘Don’t Toy with Your Life’ campaign prompts the youth to see past the ‘fun’ facade of vaping. It aims to show the harmful effects of vaping, contrary to its attractive guise.
To shed light on health consequences, the companies unboxed figurines that showcase the harmful impact of vaping on users. The figurines, which are not for sale, use a creative exterior that unveils bothersome health truths. It includes designs like ‘Popcorn Lungs,’ ‘Addicted Brain,’ and ‘Diseased Heart.’
The strategy reflects how the prevalence of vaping can be attributed to its appealing aesthetics, along with other factors.
Extending the message, the campaign released a fictional live streamer in a film, demonstrating deceptive tactics for selling figurines. It reflects the real ways in which the youth are influenced to try vaping.
Besides the campaign film, the Health Promotion Board and TBWA\Singapore launched out-of-home placements nationwide along with digital and social content. The campaign runs from June to August 2025.
“We intentionally mirror the appealing aesthetics often used to attract potential users, only to reveal the serious health risks and legal consequences of vaping. By doing so, the campaign highlights the deceptive allure of vaping and urges the public to reject it,” Loo Yong Ping, executive creative director, at TBWA\Singapore, commented.
“Recognising our youths’ strong interest and current craze in limited-edition collectibles, we chose striking blister toy packs as our visual hook to capture their attention and spark a connection. We used design not just as decoration, but as a cultural trojan horse — embedding a serious message into a format that felt familiar and native to youth culture. By reimagining anti-vape communication through the lens of collectible packaging, we transformed pop-culture visuals into a visually arresting warning to initiate important conversations on the serious consequences of vaping,” Loo added.
