Brand Vision developed the research, strategy, messaging, and creative system behind a parent-focused awareness campaign, then built a WordPress campaign website to hold it all together, carrying one clear idea across digital, print, school resources, social media, and community events.
Canada’s largest school board needed a campaign that could help parents and caregivers better understand youth vaping, excessive screen time, and stress, then give them practical ways to respond at home.
Project Highlights
- Research and campaign strategy built around a central insight: vaping and excessive screen use can function as coping behaviours, not simply acts of rebellion
- A unified messaging and visual system designed to speak to parents and caregivers without relying on fear-based communication
- A new WordPress campaign website, designed and developed as the permanent home for the campaign, holding the full set of parent and caregiver resources in one place
- 50+ campaign assets developed across digital, print, social media, and school communications
- Campaign resources adapted for use across schools, community outreach, and parent-facing events
- 3 parent and caregiver symposiums supported
Challenges
TDSB needed to address subjects that are easy to oversimplify. Youth vaping, excessive screen time, and stress are often approached through warnings or behaviour correction, but that framing risked missing the reasons those behaviours begin in the first place.
The campaign also had to work for two audiences at once. It needed to reflect the realities young people experience while giving parents and caregivers clear, practical guidance they could use without creating more tension at home. With the work appearing across schools, digital channels, printed resources, and live events, the message also needed to remain consistent in very different settings.
Those materials also needed somewhere to live. Posters, school communications, and event handouts could introduce the campaign, but parents looking for real guidance needed a single destination that held the full picture rather than a scattered set of PDFs and links.
Approach
Research gave the campaign its direction. Rather than treating vaping and heavy screen use as isolated behaviours, we focused on the pressures that can sit underneath them, including stress, boredom, social pressure, and the need to cope.
That insight shaped a messaging system built around understanding before intervention. The campaign helped parents recognize potential signs, approach conversations with more useful questions, and respond in ways that encouraged communication rather than confrontation.
From there, we translated the strategy into a flexible creative system that could move across web, print, social media, school materials, and community events without losing its tone or message. Each touchpoint was designed to feel approachable, practical, and easy for families to engage with.
We then designed and developed a dedicated WordPress campaign website to anchor the work. The site was structured around what a parent actually arrives looking for, with the campaign message up front and the guidance, conversation starters, and resources organized so they could be found quickly and returned to later. Every printed and in-person touchpoint pointed back to it, which gave the campaign one consistent destination instead of a scattered set of materials.
Outcomes
The finished campaign gave TDSB a cohesive way to address complex youth behaviours without reducing them to warnings or disciplinary messaging. Parents and caregivers were given a clearer framework for understanding what may be driving those behaviours and practical tools for starting better conversations at home.
The WordPress campaign website now serves as the permanent home for that work, keeping the full set of resources available to families long after any single poster, assembly, or event has passed.
More than 50 campaign assets extended the message across school and community touchpoints, while three parent and caregiver symposiums brought the conversation into live settings.
.webp)
.webp)
.webp)
.webp)
.webp)
.avif)
.webp)
.webp)
.webp)
.webp)
.avif)
.avif)
.webp)
.avif)
.avif)
.webp)
.png)
