When it comes to public health messaging, authenticity is no longer just a buzzword—it’s what works. At Fraser Communications, we know that reaching younger audiences means moving beyond traditional, polished content to what actually drives engagement. That’s why our research and behavioral psychology insights guided us in creating an anti-vaping campaign for LA Public Health that actually resonates with people who are most likely to vape.

Our influencer specialist and Director of Talent Relations, Sheyla Ornelas, led the initiative. Her focus group research highlighted that unscripted, raw storytelling—especially on platforms like TikTok—is the key to connecting with younger generations. Using this insight, we built a campaign designed to speak directly to those most affected by vaping.

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Shifting to Unscripted, Real Content

Fraser’s research revealed that people—especially young adults—respond far more positively to genuine, unscripted stories than to overly produced, commercial messages.

" Unscripted videos just feel more real—they capture honest, unpolished moments and that’s exactly what younger audiences are used to seeing on platforms like TikTok.” Ornelas explained. “Scripted ads can feel staged, but when someone shares their story in a way that’s heartfelt and relatable, it just resonates on a deeper level. It’s that authenticity that makes people stop and actually listen. And who better to connect with our audience than former vapers who truly get it? We wanted people to hear firsthand from those who’ve been there – their real stories about the ups and downs of quitting and how they made it through.”

This shift toward unpolished content is redefining public health messaging, especially on platforms where authenticity is rewarded. TikTok, Reddit, and Meta became the ideal spaces to share these stories because that’s where young people seek content that feels real and personal.

Research-Driven Targeting

The campaign started with a foundation of thorough research that directly shaped our creative content. “We focused on young adults between the ages of 18-39,” Ornelas explained. “Our data showed that White men, mixed-race individuals, Asians, and the LGBTQ+ community have the highest vaping rates in this age group. We tailored our creative to ensure these groups were effectively represented, making our messaging culturally relevant and inclusive.”

This targeted approach ensured that our campaign wasn’t just casting a wide net but speaking directly to those who would benefit the most, increasing both engagement and the impact of our messaging.

Bringing Authentic Stories to Life

To find our storytellers, we collaborated with community-based organizations and connected with past focus group participants to find individuals who were willing to share their journeys of quitting vaping.

This approach was grounded in the idea that people are more likely to engage with content that feels genuine and personal. By focusing on authentic experiences, we built a campaign that wasn’t just heard—it was felt.

Reaching Audiences Where They Engage

Understanding where our audience engages the most was central to our strategy. We served our videos across Instagram, TikTok, Meta, Reddit, Twitch, Snapchat, and YouTube to reach young people where they’re most active.

We also used outdoor creative elements, such as ads at bus stops, each featuring a unique quote from these individuals and a QR code directing viewers to the full video online. Additionally, we placed billboards in high-traffic areas like West Hollywood to maximize visibility, driving more people to visit LAQuits.com/vaping for support and resources.

Measuring the Real Impact

At Fraser Communications, we focus on measurable results. We track engagement rates, impressions, click-throughs, video completion rates, and more to gauge how well our content resonates. " In just the first two weeks following the launch, the videos garnered over 1.5 million views, generated more than 3.5 million impressions, and reached over 34,000 clicks—showing just how powerful and engaging authentic storytelling can be." Ornelas explained. “We’re also monitoring how many people visit the LAQuits website, call the helpline, and engage with the QR codes in our outdoor creative”

This data not only helps us measure success but also informs how we continuously adapt our strategies to meet the needs of our audience. The more real-time feedback we gather, the more we can refine our approach for even greater impact.

Leading the Way in Public Health Messaging

Our anti-vaping campaign for LA Public Health is proof that when you blend research, behavioral psychology, and authentic storytelling, you create something powerful. By moving away from traditional, polished content to unfiltered, genuine stories, we’ve built a campaign that doesn’t just communicate—it drives real change.

Join us in reshaping public health messaging by embracing authenticity. Contact Fraser Communications today to create campaigns that resonate, inspire, and create meaningful impact.