The Real Cost: Metallic Menace

Objective

The Real Cost, the FDA's teen vaping prevention public health campaign, partnered with Fandom to reach 2.1 million U.S. students using e-cigarettes. The goal was to deliver anti-vaping messaging through entertainment-focused interactive content rather than traditional health warnings, meeting youth audiences where they engage—at major fan conventions and through browser-based gaming.

Solution

An augmented reality first-person shooter game where players defend against the Metallic Menace—a giant character hurling toxic metal shards that represent metals inhaled through vaping. The web-based experience, built with 8th Wall's AR technology, requires no app download and was playable directly in mobile browsers. Players engage in combat gameplay where preserving lung health is the central mission. The campaign debuted at San Diego Comic-Con 2023 (and returned in 2024) with a 10-foot tall physical Metallic Menace statue providing photo opportunities for attendees.

Results

The Metallic Menace AR experience was introduced during Comic-Con in San Diego.