Instead of pitching an ad campaign on this anti-vaping brief, we pitched UNCLOUD. UNCLOUD is an anti-vaping brand and not-for-profit to reveal the truth about vaping. Co-created with young people affected by vaping addiction, its peer-to-peer tone reached teens when government messages were being ignored and offered hope, help and support. The design system was inspired by readacted documentaation between a tobacco company that manufacture vapes and the Australian government. www.uncloud.org