Vietnam Against Novel Tobacco Products | WPI Agency Le Bros

This campaign from Le Bros successfully raises awareness about the dangers of e-cigarettes and heated tobacco products among Vietnamese youth. Through school tours, digital outreach, and a giant poster displaying harmful chemicals in e-cigarettes, the campaign has reached over 4,000 students and garnered 3.1 million impressions online. The project also earned nearly $100,000 in media value without any media buying budget. Most notably, these efforts led to Vietnam's 2024 National Assembly decision to ban novel tobacco products, demonstrating the power of grassroots advocacy and earned media in driving public health change.