Authentic Anti-Vaping Campaign Earns Prestigious Nomination
Fraser Communications, one of the largest female-owned and led integrated advertising agencies in Southern California, has been named a finalist in the 61st Annual PRism Awards, presented by the Public Relations Society of America-Los Angeles (PRSA-LA). The nomination recognizes Fraser’s impactful anti-vaping campaign, “What’s Your Reason to Quit?” created for the Los Angeles County Department of Public Health.
“We’re deeply honored to be named a finalist,” said Dr. Renee Fraser, CEO and Founder of Fraser Communications. “The success of our campaign is especially meaningful because it’s confronting a serious issue here in Los Angeles—the rising health concerns of vaping among young adults. We’re proud to elevate awareness and inspire positive behavior change in our communities.”
Fraser’s research revealed notably higher vaping rates among Asian, mixed-race, White, and LGBTQ+ communities, prompting a focus on these groups. The agency conducted listening sessions with college students and other young adults, gathering insights that shaped tailored and culturally relevant narratives resonating with LA’s diverse audiences.
The creative theme, “What’s Your Reason to Quit?”, amplified these authentic voices through YouTube Shorts, social media, and digital ads that showcased real motivations and practical tips for quitting vaping. The campaign also extended to outdoor placements, including billboards, bus tails, and posters across LA County and local university campuses.
“Most vapers have thought about quitting at some point,” said Sheyla Ornelas, VP of Business Development, Talent & Influencer Partnerships at Fraser. “Our campaign resonated because it connected with them through empathy, honesty, and genuine stories that inspired hope.”
Within just four months, the campaign generated over nine million full video views and more than six million impressions, substantially raising public health awareness around the dangers of vaping.
The PRSA-LA PRism Awards, hosted by Emmy®-winning reporter Sarah Pilla, will take place on Thursday, October 9 at the historic Herald Examiner Building in Los Angeles.
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