Portable aromatherapy diffuser company Ripple+ has unveiled a new campaign to highlight the harmful effects of illegal vapes.

It is estimated by the Chartered Trading Standards Authority that up to one-third of vapes sold in the UK do not pass safety regulations, containing dangerous ingredients such as lead.

As part of the marketing drive, creative agency Publicis London has created a ‘breathable bullet’, made from 56.8 micrograms of lead, the same amount found in one illegal vape.

The devices creation has been dramatised in a 60-second spot, directed by Quentin Deronzier. It draws attention to vapes harmful properties, using a gunshot to convey its “fatal impact”.

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Noel Bunting, chief creative officer, Publicis London, said: “People have long discussed the toxic ingredients in vapes, yet more awareness is needed about the dangers of illegal, unregulated options.”

The symbolism of crafting a real bullet – an object synonymous with death and danger – entirely from materials found in these vapes creates a stark and relatable reminder. It simplifies the issue, cutting through the distraction of bright colours and fruity flavours to expose the real risk,” he added.

The film was produced by Arts & Sciences and will run across Ripple+ social media channels. It will be supported by out-of-home posters across London.

Lucie Beecham co-founder at Ripple+ added: “The ‘Breathable Bullet’ is a powerful piece of work that stops you in your tracks. Partnering with Publicis London on this eye-opening campaign, we aim to educate users on the harmful effects of illegal vapes while showcasing Ripple⁺ as a responsible alternative in a highly impactful way.”