The Vape Monster was a university-led initiative aimed at addressing the growing issue of vape-related waste in New Zealand. The project involved in-depth research into the causes and impacts of vape waste, the challenges associated with disposal, potential solutions, and identifying key target audiences.

The brand and campaign strategy were carefully developed to resonate with the identified audience, focusing on small, achievable behaviour changes as a practical approach to reducing waste.

Rather than relying on typical fear-based or judgmental messaging, The Vape Monster offered a positive and accessible solution—making it easier for vapers and e-cigarette users to responsibly dispose of e-waste. The goal was to cut through the noise of conventional campaigns and foster genuine, lasting impact through relatable and non-punitive engagement.