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.
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
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