It’s Tox-Ick

The Connecticut Department of Public Health (DPH) and Decker have launched “It’s Tox-Ick,” a new campaign aimed at teens, young adults and parents that uses dark humor to highlight the toxic chemicals in vapes that are extremely harmful to inhale. Produced by production company Plural and Directed by Michael Fagan and Decker Creative Director Dom DeLoya, the two spot campaign employs horror mixed with absurd comedy to make a serious point that is impossible to ignore.

Set at an open casket funeral, “Wake Up” sees a grieving loved one accidentally drop a vape from her purse. The deceased suddenly comes back to life, climbing out of the casket to toss the vape away as the spot connects formaldehyde, a toxic chemical found in vaping, to its use in embalming fluid, “a mixture used to make dead people appear less dead.”

In “Chemi-Kills,” an exterminator sprays a lawn full of screaming bugs and tells two high school girls that the nicotine found in their vape was once used to kill insects and later banned for being too dangerous for humans. He walks away with a sinister laugh as the howls of dying insects continue behind him.

From the production standpoint, the project was built around a united team where agency and production were a seamless unit, including the co-direction partnership of Dom DeLoya and Michael Fagan. Each spot features a cast who deftly walk the line between light horror and comedy – a popular genre mash up that connects rather than lectures.

“It’s not every day that you get a board like this, and the moment I read that a dead grandpa was going to come back to life and crawl out of a coffin, I knew this was going to be incredible,” says Fagan, who also edited the campaign. “The team at DPH trusted everyone involved and was ready to take risks – they never once told us to pull back. I think ultimately that is what allowed the spots to come out as fun as they are.”

“The goal was to create a campaign that was unignorable. The team at Decker knew this idea could turn into just that. And of course, it didn’t stop there. Throughout the process, Michael, myself and the team continued to push the idea at every turn,” adds DeLoya. “What you see now is the result of what can happen when there's trust and collaboration from start to finish. A bold campaign, a happy client, and work that we believe can create a conversation and be memorable for a long time.”

This playful approach was informed by research into how to best make intended audiences receptive to the DPH message.

“Our research told us that teens and young adults tune out traditional health warnings, so we had to find a different way in,” explains Maura Fitzgerald, CMO, CT Department of Public Health. “‘It’s Tox-Ick’ leans into dark humor and speaks to young people the way a friend would, not an authority figure. We’re proud of a campaign that’s both fact-based and genuinely memorable.”

“It’s Tox-Ick” is running across Connected TV, streaming audio, social and digital channels.