JNPR identified A Billion Lives documentary as a viable means to explain vaping to a broad audience of media, influential decision makers, and general public and encourage conversation regarding vaping vs. smoking. In order to create media hype, JNPR proposed bringing the documentary to South Africa.

JNPR recommended having documentary participate in Jozi Film Festival while profiling key documentary role-players.

JNPR implemented a two-month broadcast media heavy campaign to ensure talkability regarding this controversial topic. Key focus was on securing interviews with the documentary’s director and WHO health official and doctor.

Client required powerful publicity and awareness in order to justify the costs of bringing US director to SA.

Film won best ‘Best International Documentary Film’ at Jozi Film Festival

Huge media involvement and very high success rate in securing media interviews

Third party endorsement provided a credible voice media were willing to listen to

Successful media conversion once media came to event/ watched movie

It opened doors to engagement with stakeholders not willing to engage previously