Case Study: Mississippi State Department of Health combats teen vaping with Mad Genius

Mississippi State Department of Health drives 200k clicks in 60 days with Mad Genius

The Mississippi State Department of Health faced the challenge of deterring teenagers across the state from vaping. To address this, they partnered with Mad Genius, which employed brand strategy and campaign development to create a relevant multimedia initiative.

Mad Genius developed the "Vaping Is Cringe" campaign, which used actors the same age as the teens' parents to make vaping appear uncool. The solution included commercial video production, digital advertising, and social media content that drove users to resources. The campaign significantly outperformed its goals, generating 4 million more impressions than guaranteed, driving over 200,000 clicks to the MSDH website, and nearly matching the all-time response rate for the state's text hotline.

Mississippi State Department of Health