Quit, a program of Cancer Council Victoria, has launched a new campaign aimed at motivating young people to stop vaping by highlighting the health harms.
‘Every Vape Is a Hit to Your Health’ focuses on sharing the real-life stories of those impacted by serious health concerns due to vaping, including breathing difficulties, fitness issues and nicotine addiction. The direct, informative tone of the campaign messaging is crafted to make the real risks of vaping feel personally relevant for Victorians aged 18–39.
With media strategy and execution by Spark Foundry Australia, the integrated campaign, originally created by Cancer Institute New South Wales, is designed to reach audiences in the moments and environments where vaping is normalised.
Paid, earned and owned channels work together across social, programmatic out-of-home, ride-sharing and mobile environments to reach audiences while socialising, in transit, and near stores that may potentially be selling illegal vaping products.
Social media acts as the primary reach driver, while a custom data-led out-of-home approach reaches individuals at points of purchase consideration. Additional activity includes influencer partnerships, a personalised campaign landing page on the Quit website, and music and dining content partnerships.
“Behaviour change campaigns like ‘Every Vape is a Hit to your Health’ play a critical role in cancer prevention by helping people understand the risks of vaping through lived experiences, bringing those health concerns to life and strengthening motivation to make more informed decisions about quitting,” said Kelly Dieannar, head of media and communications of prevention at the Cancer Council Victoria.
“This campaign makes those risks feel immediate, while showing that quitting is both possible and achievable with support. With mounting evidence linking vaping to oral and lung cancer, it is essential we find new methods to effectively reach and engage audiences in ways that resonate, shift perceptions, and inspire action.”
Spark Foundry Australia chief client service officer Olia Krivtchounr Spark Foundry Australia said: “This campaign is designed to meet young people in the environments where vaping has become common. In partnership with Quit, we’re challenging the normalisation of vaping by placing messaging directly into the contexts where behaviours are shaped, intercepting audiences at key moments of intent. It’s a strong example of how strategic paid media can drive meaningful public health conversations.”
The campaign will run until mid-July across Victoria.
