FEATURE
RAISING INTEREST RATES
World Vapers ’ Alliance director Michael Landl explains why he spends so much time on making his publicity campaigns as entertaining as possible .
Words : Patrick Griffin
Coming up with fun and engaging campaigns is an important strategy for the World Vapers ’ Alliance to connect with consumers and policymakers alike .
In the previous feature we highlighted some of the most entertaining memes used on the group ’ s social media pages .
But the organisation is even more active offline as it works hard to capture people ’ s attention to encourage maximum engagement with public and politicians alike .
WVA Director Michael Landl said : “ We deal with many important topics including the Tobacco Products Directive and the European Cancer Plan , but these may not be the most interesting to the general public .
“ We need to be as creative as possible to raise awareness about these issues and encourage consumers to make their views known to the politicians who are making decisions which have a direct impact on their lives .”
One of Landl ’ s most high-profile awareness campaigns involved him driving through Europe in a bright pink bus for the WVA ’ s four month “ Back Vaping Beat Smoking ” tour .
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