The document outlines a proposed awareness campaign about the dangers of JUUL e-cigarettes, especially among youth. The campaign will: 1) Research JUUL usage demographics and statistics on youth use through interviews and surveys to understand awareness and misconceptions. 2) Create a vertical banner and full-page flyer visually presenting the statistical data and potential dangers of JUULs. 3) Develop a concise informative website for educational purposes about what JUULs are, their ingredients including nicotine content, and their dangers and addictiveness. The goals are to make the public aware of JUULs and warn of their dangers and potential as a "gateway" to smoking.

1. Hidden JUUL
Awareness Campaign
Brian Kim

2. Context & Purpose
The idea is to create an awareness campaign targeted towards teenagers, young adults, and parents.
The JUUL brand has in recent years become an immensely popular e-cigarette product, especially
among the younger generations of society. It is often overlooked by society as it is believed to be a
safer alternative to using other tobacco products, however, young teens are becoming addicted to
the nicotine the JUUL pods contain. This seems to be a problem that is constantly neglected by
users and even parents of young users.
I want to present statistical data on how pervasive this device has become among younger peers and
inform of the potential dangers from using the product as well as the influence of it.
This is the main focus; to make aware of the products with forewarning dangers of the products, and
how it can even be a “gateway” to cigarettes.

3. Goals
● Research
● Create/design a vertical banner and a full page flyer
○ that visually presents statistical data and the potentially dangerous contents of
the product for non-users. Both can be utilized for social media purposes and
printed promotions.
● Create a concise informative website for educational purposes

4. 1. Research
➔ Product Knowledge
What is the JUUL? What does it
contain? Is it harmful?
➔ Demographics
Who uses it? Age group?
➔ Interviews & Surveys
Do people know what it is? Teenagers’
and parents’ awareness of its harmful
and addictive nature?

5. What is the JUUL?
A JUUL is a popular brand of an e-cigarette product. The
JUUL device operates by inserting a JUUL pod (variety of
flavors) and heating the oil cartridge for the user to
inhale the vapor. Individual JUUL pods contain 5%
nicotine, roughly equal to smoking a pack of cigarettes.
E-cigarettes are intended as an alternative to help quit
smoking cigarettes for addicted users, however recent
studies have shown increased likelihoods of JUULs users
smoking cigarettes for teenagers and young adults.
It is a device that is often mistaken for a USB flash drive.

6. What is the JUUL?
Ingredients: Glycerol, Propylene Glycol, Artificial
Flavor, Nicotine, Benzoic Acid
1 JUULpod contains ~0.7 ml with 5% nicotine by weight.
Approximately equivalent to about 1 pack of cigarettes.
Flavors:
Virginia Tobacco
Classic Tobacco
Creme Brulee
Fruit Medley
Mint
Menthol
Mango
Cucumber

7. Dangers
● Marketed and widely believed to be a less dangerous alternative to combustible
tobacco products, i.e., cigarettes (especially the appeal towards the youth)
● Contains nicotine, which is a highly addictive chemical
○ Nicotine can alter the brain, induce an increasing dependency for the
chemical.
● Nicotine can cause problems with learning and attention; the brain develops until
about the age of 25
● Potentially encourages non-smokers to start using combustible cigarettes

8. https://twitter.com/KaraDDriscoll/status/1013780304849489920?ref_src=twsrc%5Etf
w%7Ctwcamp%5Etweetembed%7Ctwterm%5E1013780304849489920&ref_url=http
s%3A%2F%2Fwww.daytondailynews.com%2Flifestyles%2Fhealth%2Fwhat-juuling-t
hings-know-about-concerning-teen-trend%2FTxRzmRFzuWp24WtIoLk0xH%2F
Misconceptions
● It’s just water/oil vapor and some flavors
● It’s so much safer than a cigarette, it’s healthier.
● Blamed for intentionally marketing towards the youth with flavored pods.
●

9. Demographics/Statistics

10. 2017 Statistics
High School
➔ 19.6% highschool students -
tobacco products (estimated 2.95
million users)
➔ 11.7% - e-cigarattes (estimated
1.76 million)
➔ Survey out of ~15 million users
Middle School
➔ 5.6% middleschool students
(estimated 0.67 million users)
➔ 3.3% - e-cigarettes (estimated 396
thousand users)
➔ Survey out of ~12 million users
*statistics by National Youth Tobacco

12. High School & College Statistics
● 73 out of 100 highschool students possess and
use a JUUL
● 46 out of 100 undergraduate students
possess and use a JUUL

13. Interview Insights : Users

14. JUUL-users
(anonymous)
1. Acknowledges a Juul pod
contains 5% nicotine (=pack of
cigarettes nicotine content)
2. Admits to being heavily addicted
a. Goes through multiple JUUL
devices
3. Smoked cigarettes before Juuling
4. Know younger relatives and
peers using it
5. Go through 1 pod in 2 days on
average
One user has gone
through at least 17
Juul devices

15. Interview Insights : Parents

16. Parents of Juul-users
1. Believe it is just as harmful and
addictive as cigarettes
2. Do no mind young adults using it
3. Unaware it is an increasing
problem amongst the teens
4. Do not believe Juuls would lead
the youth to start smoking
cigarettes Parents don’t
actively try to
dissuade users

17. Milestones & Goals
September
Context Research, Product
Knowledge, Data Sourcing
October
Interviews, Surveys,
Statistical Data
November
Competitor Analysis, Design Templates &
Comparisons for banners & logo
December
Compile data and research
into informative website
FInalize graphic designs

18. 2. Design
Designing the respective informative pagers
➔ Full-Page Flyer