CALIFORNIA TOBACCO CONTROL PROGRAM
“dark balloons”
REFRAMING A FAMILIAR FOE
Secondhand smoke had historically been the lesser evil. But the meteoric rise of vaping had elevated it to a public health crisis. Except nobody thought much about it. Vapor was “harmless” and that was that. We set out to change the perception and reframe the danger of secondhand smoke by giving it a sinister feel that made Californians take another look at those vape clouds.
