Cancer Institute NSW launches new ‘Every Vape Is a Hit to Your Health’ campaign via Bastion
The Cancer Institute NSW has launched a new vaping behaviour change campaign developed by Bastion Agency, which targets 14 to 24-year-olds.
The new campaign ‘Every vape is a hit to your health’ aims to highlight the serious health harms caused by vaping. It features real stories from young people who have vaped and experienced first-hand the terrifying health consequences of vaping. Respiratory doctors also feature, sharing the evidence and experience they’ve had of vapes causing serious health problems.
Says Matt Clarke, head of marketing, cancer screening and prevention, Cancer Institute NSW: “The evidence of the harms vaping is causing is continuing to grow and is very concerning. Vapes are highly addictive, often contain nicotine and can cause lung damage and breathing problems, with some of the toxic chemicals found in vapes known to cause cancer.
“Hearing first-hand from the young people in the campaign, how much vaping had a hold on them and how it affected their health was really shocking. This behaviour change campaign aims to contribute to countering this growing issue by highlighting the health harms through a peer-to-peer approach.”
The strategy was informed by a robust and rigorously evidenced behaviour change model for vaping cessation and the creative idea validated for its ability to effectively change both attitudes and behaviours of young people who vape. It does this in an unexpected way, messaging not just the consequences but also the perceived upside and appeal of vapes in the minds of young people – a key factor in driving relevance and engagement by this audience, who feel understood and informed, rather than lectured at.
Simon Langley, group CCO, Bastion: “This is a problem so concerning that we felt a huge responsibility on our shoulders to deliver a campaign that is going to make a truly significant impact. We believe this idea is the right one to do and research shows it is primed to hit hard and change behaviour.”
The campaign is live across cinema, OLV, digital display, OOH, native articles and social media.
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Client: Cancer Institute NSW Health
Marketing Director, Social Marketing & Campaigns Screening & Prevention: Matthew Clarke
Team Leader, Social Marketing & Campaigns Screening and Prevention: Lexi Le Clerc
Portfolio Manager, Vaping Control, Social Marketing and Campaigns: Gemma Hearnshaw
Portfolio Manager, Social Marketing and Campaigns – Screening & Prevention: Samantha Raheb
Project Officer, Vaping Control, Social Marketing and Campaigns: David Murray
Agency: Bastion
Managing director: Mike Godwin
Group chief creative officer: Simon Langley
National chief strategy officer: Angela Morris
Group client director: Katy Grey
Senior client manager: Kirsty Wootton
Creative director: Scott Hopkin
Creative director: Laurence Cronin
Creative director: Chris Searle
Designer: Sean Davitt
Media Agency: OMD
Account Director: Samantha Mitchell
Account Manager: Tahlia Watts
Senior Account Manager, Social & Innovation: Lloyd Cuffe
Production company: Eight
Director: Tourist (Mitch Green)
Executive producer: Lib Kelly
DOP: Gregoire Liere
Post: Bastion Make
Senior Broadcast Producer: Niki Bentley
Editor: Lucas Vasquez
Colourist: Alina Bermingham
Flame: Brad Smith
Sound: Electric Sheep
Music Composition: Nicholas Keate
16 Comments
lol at the kid throwing up. Terrible angle to take on this campaign, clearly zero research was done
yeah, its crazy how government health clients never research…
50% of people with nicotine poisoning experience nausea or vomiting.
Because scare tactics work…
found the vaper
Clearly you have little experience with government (especially public health) messages. It would have been researched inside out.
Every cigarette is doing you damage…
The second one is so much better. Just real stories from actual people.
Not sure why you’d even need the acted one
Also, aren’t they getting banned anyway – or are we predicting that loops holes, eg the new ‘rechargeable’ Iget one and stockpiles will last for a good while yet?
It’s well documented that scare tactics do not work for younger audiences.
It’s even documented by the client themselves:
https://education.nsw.gov.au/teaching-and-learning/curriculum/pdhpe/planning-programming-and-assessing-pdhpe-k-12/pedagogy/shock-and-fear-tactics#:~:text=We%20do%20not%20recommend%20the,not%20reflect%20students'%20own%20experiences.
Yes you did, not really a surprise there. I know how bad vaping is but not for any of the reasons stated in this ad. Young people are going to laugh this off.
No research done on a government campaign? Hilarious.
I thought commenting would be fun.
But commenting is not fun.
Research has shown that the more you talk about tobacco, the more someone wants to smoke. Vaping is a whole new level of stupidity, but it’s backed by the tobacco industry. As a father of two younger kids, I hope this works. But big tobacco have already convinced them that vaping is harmless. Shock – has that ever worked?
Yes, because 10-25 year olds who’re predominantly vape users are going to be watching 30″ TV ads.
Feels like it was made by Boomers, researched with Boomers, for Boomer viewers at NSW Gov.
Whatever the opposite of marketing effectiveness is, it’s this.
Nice job greens
All that was missing from this was the Saatchi Sloth – he sobered up by the way and now runs a Boost Juice in Pitt Street Mall.