Cancer Institute of NSW: Do You Know What You're Vaping?

The Brief

NSW Health and the Cancer Institute wanted to deliver a phase campaign approach to address the vaping problem amongst 14-17 year olds in NSW. We were asked to develop a strategy to prevent vaping uptake and cessation that would address a change in their behaviour. 

The Strategy

In a landscape where governmental messages can often be seen as fearmongering and untrustworthy, we'll tap into known behaviours and content consumption habits of 14-17 y/o's to deliver an important message that inspired behavioural change.  

The Idea  

Understanding that this youth based audience is hesitant of government based messaging, I knew that we needed to adopt an approach that would appear authentic and relatable, whilst delivering an informative health message. Applying the Theory of Change Logic Model paired with this knowledge, I developed a number of strategic pillars aligned with each behavioural phase. 

For creative approach, we adopted a social first campaign tapping into real-time TikTok style trends and content with the aim to truly change the attitudes towards vaping for teens. 

The Results  

The most recent results show that 7 in 10 teenagers aged 14-17 who have seen the campaign would NOT take up vaping.

This is Phase 2 in a 3-year campaign and we are continuing the measure the behavioural impact this is having on our audience.