PSA Offer!

[MrKai]

Don't confuse my previous question about the FDA with my suggestion of using the FDA's study against them.

...and acknowledged

That said, I think a PSA is *far more impactful* with simple but intriguing imagery and a link to a site *specifically* created for it with "just the fact's ma'am."

Remember, we I've in a world of PVRs and loud commercials now full of blah, blah, blah and the PSA should definitely be made with this in mind.

This was my thinking with the originally imagery I suggested: would it score high on the PVR-skip-WTF-ery-Let-Me-Back-Up test

-K

 

[JustJulie]

The PSA spot I have in my head is one that was kind of kicked around on RtV . . . a comparison of the ingredients in a typical e-liquid versus the ingredients in a tobacco cigarette. One the left, the handful of ingredients in an e-cig, and that list remains stationary as the list of ingredients in a tobacco cigarette scrolls by . . . takes quite a while to scroll through 4,000 chemicals.

The nice thing about a spot like that is you don't have to make any health claims . . . it's just so freakin' obvious when you see the comparison.

 

[kinabaloo]

I'd imagine that the more power that we have behind us the better. An organization always appears much more powerful than an individual.

I do not believe it is in our best interest now to tear into the FDA. Right now we need to just dispel myths about PVs. We need to let the world know that they are helping people. We also need to let the world know that it isn't going to get kids to smoke. After all I am a 16 year pack a day smoker and I won't even touch analogs after picking up my VP because analogs taste like garbage now and make me sick.

I also think that we should all, as a collaborative effort, try to stop calling PVs "electronic cigarettes". The term is very misleading and may hurt us over time, if it hasn't already.

I tend to disagree on the last point but agree on current priorities for any PVAs.

The whole point of the PV is that it is not some new drug or drug acticity that should be stamped out before it grows into a whole new addiction problem (how it could be seen), but a far safer alternative to smoking cigarettes. The important thing is that it is not smoking, no smoke. Dissociate too much from being the cigarette alternative (i,e, E-cigarette) and the rationale is lost. While freedom to vape is something I would support (it doesnt affect others and is pretty much safe), that would be a much harder sell. And it's not why i am passionate about vaping; the passion is in helping others to become free from smoke.

I am in two minds on this, but currently i see more danger in dropping e-cigarette than benefits. I think everyone can see the benefits but the downside is not so obvious, so I hope I've made the point sufficiently clearly. It needs careful consideration.

In other words, no matter how safe vaping is, and able to stand on its own merit, in the current climate the 'harm reduction' angle is probably the best hand to play (?)

 

[Thulium]

The nice thing about a spot like that is you don't have to make any health claims . . . it's just so freakin' obvious when you see the comparison.

I definitely think a big visual is the key...perhaps even a Flash Mob demonstration to give it a "viral" appeal.

There's two things we need to settle, IMO, before we move beyond random brainstorming:

1. What ratio are we going to compare? (Tar, TSNAs, all the crap in smoke vs nearly nothing in e-cigs, side effects, anecdotal successes etc.)
2. What is the catch phrase tag line at the end? If it is going to be a Public Service Announcement, it needs to perform a public service. "This is your brain on drugs" was a thought provoking way to say "Just Say No." If we're going to build on a similar concept, we need a slogan to build around.

 

[Thulium]

In other words, no matter how safe vaping is, and able to stand on its own merit, in the current climate the 'harm reduction' angle is probably the best hand to play (?)

I agree, but what is the specific message we want to send? Obviously we hope to get across the idea that vapor is safer than smoke, but what are we telling the public to do about it? Are we soliciting people to switch, advocating vaper's rights, or are we just raising awareness?

 

[Moonflame]

Where there's "smoke" there isn't always fire. -- how's that for a tag line?

 

[Thulium]

Where there's "smoke" there isn't always fire. -- how's that for a tag line?

I like it. Along those lines, "Only YOU can prevent tobacco fire!"

 

[RyGuy]

I was kind of thinking about all of this stuff in bed last night and was getting kind of discouraged. We can't play the "health" angle due to lack of testing. We can't play the cessation angle due to the army that would try to pound us down. I then thought of one angle that we can play.... The "green" angle. I don't know how effective it would be, but it may be worth tossing around some ideas. It is all the rage right now with people finally coming to the realization that we have been destroying the planet for hundreds of years.

This is going awesome everyone. You all are coming up with some incredible ideas ad suggestions!

 

[Thulium]

I was kind of thinking about all of this stuff in bed last night and was getting kind of discouraged. We can't play the "health" angle due to lack of testing. We can't play the cessation angle due to the army that would try to pound us down. I then thought of one angle that we can play.... The "green" angle. I don't know how effective it would be, but it may be worth tossing around some ideas. It is all the rage right now with people finally coming to the realization that we have been destroying the planet for hundreds of years.

With the "health" angle, you just need to be careful to not make any claims we can't back up with good documentation.

With the cessation angle, you just take the anecdotal route.


The other option is the "heartstring" angle. Picture the kid from "I learned it from watching you!" PSA goes to confronts his dad only to find him with something more sinister than he expected: an e-cigarette. The dad guiltily explains that it was last hope and he just can't do it any more. The scene resolves with the son saying something charming to voice that he's proud of his dad trying to improve his health and protecting his family from smoke by using a personal vaporizer and they agree to support each other.

If you wanna give it a nice viral video twist, I like the idea of shooting it to LOOK like an old school PSA even though its a new school issue, so leave for Youtube the extended and slightly "blue" ending gag...for example, the PSA ends on a particularly cheesy note, somebody yells cut and the actors anachronistically tease each other about it being corny and blowing smoke--I mean vapor.

YouTube - "I Learned It By Watching You" Anti-Drug PSA

I dunno. Just an idea. Might be too cheezy, but it wouldn't be the first time I had a cheezy story get published.

 

[RyGuy]

I remember when I first saw that PSA... very powerful.

The cheesy route might work, I think we should pull at heart strings though and to do this we have to keep the tone serious?

 

[Thulium]

I remember when I first saw that PSA... very powerful.

The cheesy route might work, I think we should pull at heart strings though and to do this we have to keep the tone serious?

Well, that's why I like the idea of doing both. A short and serious PSA for broadcast with a humor-based "extended scene" for viral purposes.

 

[RyGuy]

Well, that's why I like the idea of doing both. A short and serious PSA for broadcast with a humor-based "extended scene" for viral purposes.

Not a bad idea, and simple enough to do in one shoot.

 

[LaceyUnderall]

Where there's "smoke" there isn't always fire. -- how's that for a tag line?

Um... that's great. I love that.

Has anyone seen the picture I took regarding the difference between 300 cigarettes and a 15ml bottle of eliquid?

If you also go into the thread where I posted it in my suppliers forum... there are some great comments there regarding the Green aspect that you could possibly elaborate on. Sorry... I can't post a link here to my own forum so you will have to scroll through the Forum Sponsors, half way down under Totally Wicked and you will find Instead's.

If you do go the Green Route, please note that I know quite a bit on this subject and there are several great threads that are really old and several other members who are knowledgable in this subject who would probably be happy to help and I could gather them up for you....

The short and long versions of a PSA are also a great idea.

EDIT: Also... Thuliums idea on making it look like an old commercial is awesome. New technology... Old visual feeling... It also helps keep it from getting too "Flashy" so that people don't say this PSA is geared towards kids... but geared towards adult smokers and adult non-smokers.

 

[OutWest]

one that comes to mind is comparison of number of known deaths this year from cigarettes vs number of known deaths from ecigs. Would have to be worded carefully, though, so as to not be making health claims.

and, like already mentioned, less is more. The fewer words used, the better.

 

[RyGuy]

It also helps keep it from getting too "Flashy" so that people don't say this PSA is geared towards kids... but geared towards adult smokers and adult non-smokers.

This is absolutely crucial! Even if we have to make another PSA that simply states that these things are for people that already smoke, but are looking for an alternative.

 

[RyGuy]

one that comes to mind is comparison of number of known deaths this year from cigarettes vs number of known deaths from ecigs. Would have to be worded carefully, though, so as to not be making health claims.

and, like already mentioned, less is more. The fewer words used, the better.

Though a good thought, I don't believe this would ever work for us simply because there will definitely be people that are vaping that will still die from lung cancer, heart disease, lung disease, etc from all of their years of smoking cigarettes.

 

[LaceyUnderall]

What about the ingredients?

We were discussing this Just gimmie the facts ma'am

On one side... the typical ingredients of the eliquid static, vs the typical ingredients of tobacco cigarettes, scrolling on and on and one.

We don't have to make any claims whatsoever...

Something along the lines of: "If you could take the majority of ingredients out of a tobacco cigarette, eliminate the combustion, would this be an acceptable product?" Then scroll through the ingredients and then voila... "Welcome to the Electronic Cigarette"

Too bad the FDA didn't test for ingredients in the liquids they tested... because THAT would have been powerful.

Now... if we DID want to use the FDA's report as the basis for the scientific data, since the FDA's focus was on TSNA's only, I do have another study that was done on a wide range of nicotine products including the gum and the patch.

Now that I think of it... how powerful would it be to have verbage at the bottom of the PSA noting that the data used for this PSA was taken from the FDA?

 

[RyGuy]

What about the ingredients?

We were discussing this Just gimmie the facts ma'am

On one side... the typical ingredients of the eliquid static, vs the typical ingredients of tobacco cigarettes, scrolling on and on and one.

We don't have to make any claims whatsoever...

Something along the lines of: "If you could take the majority of ingredients out of a tobacco cigarette, eliminate the combustion, would this be an acceptable product?" Then scroll through the ingredients and then voila... "Welcome to the Electronic Cigarette"

This is awesome for web distribution. If you could please get me all of this information, or links to it, and I will get started on this one ASAP. There will be no "production" needed for this one. Just some graphics, pictures and text. I want to get started on this one very soon! It would also be awesome to have a list of other products containing PG i.e. baby wipes, lotions, shampoos etc.

Too bad the FDA didn't test for ingredients in the liquids they tested... because THAT would have been powerful.

Now... if we DID want to use the FDA's report as the basis for the scientific data, since the FDA's focus was on TSNA's only, I do have another study that was done on a wide range of nicotine products including the gum and the patch.

Now that I think of it... how powerful would it be to have verbage at the bottom of the PSA noting that the data used for this PSA was taken from the FDA?

This one would be perfect for web distribution and there would be no "production" necessary. Just some graphics, pictures, text and maybe a VO. Could you please get me this info, or links to it? I want to get started on this one ASAP. It would also be good if we could find a list of other products containing PG i.e. baby wipes, lotions, shampoos etc. Anybody know of such a list?

 

[LaceyUnderall]

This one would be perfect for web distribution and there would be no "production" necessary. Just some graphics, pictures, text and maybe a VO. Could you please get me this info, or links to it? I want to get started on this one ASAP. It would also be good if we could find a list of other products containing PG i.e. baby wipes, lotions, shampoos etc. Anybody know of such a list?

I can start compiling stuff for you... I will probably need today/tomorrow.

To be clear on what you need... you would like ingredients from eliquid... ingredients from tobacco cigarettes... and if at all possible... an ingredients list from a typical, everyday product? Correct?

As far as the liquid is concerned... we need to make a decision. Do you want the liquid broken down ie: "artificial and natural flavors" can be broken down into their very raw elements (of which don't have to be listed individually due to their under the ratio for being listed per the FDA's own regulations) however, if we want to be 100% truthful in labeling, I would suggest putting:

artificial and natural flavors*
a breakdown ingredient
b breakdown ingredient
c breakdown ingredient
d breakdown ingredient

Also... whose liquid should we use? JC? Dekang? As they supply a majority of the American Market, either of these two would be the ones I suggest.

The other thing... was that since the list of ingredients for tobacco cigs is going to be ridiculously long... we could also provide definition to what each of the ingredients in the ecig are and there other common uses.

I touched on this in the link to Right to Vape posted earlier and I believe the conversation was between JustJulie and I... so you can see if this would be beneficial. I cited a specific example regarding Hyperoxia, a side effect to over inhalation of PG.

 

[jmvallee]

What about the ingredients?

We were discussing this Just gimmie the facts ma'am

On one side... the typical ingredients of the eliquid static, vs the typical ingredients of tobacco cigarettes, scrolling on and on and one.

We don't have to make any claims whatsoever...

Something along the lines of: "If you could take the majority of ingredients out of a tobacco cigarette, eliminate the combustion, would this be an acceptable product?" Then scroll through the ingredients and then voila... "Welcome to the Electronic Cigarette"

I love your idea! Perhaps add a visual of a lit cigarette (with visible smoke) fading to an e-cig. I might use another word for combustion ... burning, fire... not really sure what would make the most impact.

Maybe even something as straight forward as
Across the top say "WHICH ONE WOULD YOU CHOOSE?"
then on one side:
Electronic Cigarettes Have These Ingredients
and list ingredients
PG VG Nic (all spelled out) Water Flavoring (FDA Approved Note???)

Also add: Electronic Cigarettes Produce only Vapor

On other side:
Tobacco Cigarettes Have These (KNOWN?) Ingredients
and list/scroll the KNOWN PUBLISHED ingredients and note which ones are KNOWN carcinigens.
Also add: Tobacco Cigarettes Produce SMOKE

Perhaps a footnote as the sources of ingred/carcinigen list



Across the bottom (span both colums) fade the burning cig to an e-cig
I would be sure to label each picture and fade text with the pic.
It also should have web address info below.

This would not be too terribly hard to do. I have a little video editing experience and and know someone else who has even more.

Should I mock this up?