Consider the Consequences of Vaping
Health Canada's national youth vaping prevention campaign, launched December 2018 for teens 13-18 and their parents and teachers, combining paid ads, a school and community learning tour, influencers, partner materials and mailings to schools and health professionals. Cannabis content was added for high schools in 2022.
- Years
- 2018–now
- Reach
- 5M impressions as reported“influencer content 165+ posts, 5 million+ impressions.”
- Country
- Canada
- Budget
- More than $12 million over 3 years (2017-2020), per Health Canada (July 2020)
- Topic
- TobaccoVaping
- Asks people to
- Never start
- Strategy
- Fear appealPolicy paired
- Channel
- Direct mailEventsInfluencerSchoolSocial (paid)Website
- Audience
- ParentsYouth
Evidence
Self-reportedUnknown
Health Canada: '26% of teens who saw the ads said they decided not to vape as a result'. By July 2020 the tour had reached 344 schools and 22 community events (more than 128,165 teens); influencer content 165+ posts, 5 million+ impressions. No published outcome evaluation found.
Sponsor (who paid)
- Health Canada Foreign government, funder and creator
- Canadian Paediatric Society NGO, partner (parent brochure)
Credits (who made it)
Not recorded yet.
Related campaigns
Sources
Research notes
Sponsor pages fetched 2026-10-22. Creative and media agencies not identified (not named on Health Canada pages or in trade press found); check federal contract disclosures. Strategy 'fear-appeal' inferred from the campaign title and its consequences framing; the ads themselves were not viewed. 'policy-paired' because it ran alongside the 2019-2020 restrictions on vaping advertising seen by youth. The 2022 cannabis addition is from a Question Period note seen only as a search snippet.
Record cases/health-canada-consider-the-consequences-of-vaping.json, updated 2026-10-23· Link to this campaign