To launch the UNLCOUD brand we invited young nicotine addicts to rewrite the government's own vape warnings in protest of inaction and to demand tougher legislation. The warnings revealed the hidden suffering of a generation hooked on fruity flavors. They were presented to the health minister, shown on national news, projected on shops selling illegal vapes, shared by infleuncers, seen in games and street posters, and even made into horror films. A skate documentary film maker and war photographer made the stories of the young people behind warnings unignorable. 84% of vapers who saw the campaign took action. It lead to Australain wide vaping reform and the toughest restrictions in the world. The Victorian State government have now adopted the campaign and it's assets long term.