“The whole thought behind the Vape Case was that the regulations proposed by the government regarding vapes are essentially recognizing it as a greater and more pressing threat to the safety of U.S. citizens than guns—making the shape of a gun less ‘threatening’ than a vape,” one of the anonymous Vape Case creators tells Adweek via email.
The three creatives behind the goal isn’t to defend vaping but rather to put the spotlight on the more consistently deadly issue of gun violence.
“None of us actually vape,” the creative says. “So the project was intended just to make people consider the government’s priorities with regards to policy right now.”
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