This multi-platform anti-vaping campaign aimed to discourage youth in Salem, VA, from being test subjects for vaping companies. The creative direction took a literal approach to the phrase "Don't Be a Guinea Pig," featuring illustrated guinea pigs engaging in everyday activities that could be negatively impacted by vaping. The campaign included posters displayed in schools, animated videos and GIFs shared on social media and within schools, and bus ads placed throughout the Salem area. By using relatable and engaging visuals, the campaign effectively captured attention and encouraged youth to think critically about the risks of vaping.