Description
Whiskas x The Truth Initiative Second Paw Smoke
When you vape in front of your cat, your cat is vaping too
Our campaign aims to look at what’s actually killing cats: namely, when their owners vape in front of them. Smoke from vapes gets one cat’s fur, in their mouths, and in their lungs. Not only does this irritate them, it puts them at an increase risk of cancer. We created “VAPE-PURR” a fake line of cat vapes and advertised them on social media and out of home to drive home the idea that when owners vape in front of their cat, their cat is vaping too.
The ads will actually lead people to the Second Paw Smoke website, a collaboration between Whiskas and The Truth Initiative, where owners can pledge to quit vaping in front of their cats.
The case study we submitted showcases this idea in a buzzy, engaging way.
Generative AI: Only proper usage, fair-use Adobe Firefly was used to generate physically impossible visuals of the cats vaping.
This student campaign titled 'Second Paw Smoke' was published in United States in March, 2026. It was created for the brands: Truth Initiative and Whiskas, by ad school: S.I. Newhouse School of Public Communication. This Digital, Experiential, and OOH Outdoor media campaign is related to the Pets industry and contains 2 media assets. It was submitted about 17 hours ago.
Credits
School: S.I. Newhouse School of Public Communications
Art Director: Ava Horigan
Copywriter: Sophie Davis
Instructor: Mel White
Mentor: Ross Fletcher
