The Cancer Institute NSW has launched a new campaign to raise awareness of the serious health harms caused by vaping among young people aged 14 to 24. The campaign, titled ‘Every vape is a hit to your health’, features real stories from young vapers who have suffered from lung damage, breathing problems, nicotine addiction, and other health issues.
Vaping is the act of inhaling and exhaling an aerosol produced by an electronic cigarette (e-cigarette) or other device. E-cigarettes contain a liquid that is heated to create a vapour that usually contains nicotine, flavourings, and other chemicals. Some of these chemicals are known to cause cancer, heart disease, and lung damage.
According to the Cancer Institute NSW, vaping can cause:
- Lung damage and breathing problems, such as asthma, bronchitis, and pneumonia
- Nicotine addiction, which can make it harder to quit smoking or vaping
- Nicotine poisoning, which can cause vomiting, nausea, and diarrhoea
- Vape explosions, which can cause severe burns, usually around the face, hands, thighs, and genitals
Some of the harmful chemicals found in vapes include:
- Formaldehyde, which is found in disinfectant and is known to cause cancer
- Acrolein, which is found in weed killer and is toxic to the heart and lungs
- Mercury, which is found in batteries and is known to damage fertility
The campaign strategy and execution
The campaign, developed by Bastion Agency, aims to change the attitudes and behaviours of young people who vape or are at risk of vaping. It uses a peer-to-peer approach, featuring real stories from young people who have experienced the health consequences of vaping. The campaign also features respiratory doctors who share the evidence and experience they have of vapes causing health problems.
The campaign is live from 28 January to 30 June 2024, across various media channels, including social media, online video, native, search, audio, digital display, cinema, and outdoor advertising. The campaign directs young people to more information about vaping and quit support, such as digital apps, Quitline telephone support, talking to their GP, and behavioural quit strategies. For more information on vaping, young people can visit www.cancer.nsw.gov.au/vaping.
The campaign is part of NSW Health’s comprehensive strategy to address the increasing use of e-cigarettes among young people in NSW. This aligns with the NSW Cancer Plan, which aims to reduce the incidence and impact of cancer in NSW.
The campaign impact and evaluation
The campaign is expected to have a significant impact on the target audience, by increasing their awareness of the health harms of vaping, increasing their intention to quit vaping or to continue not to vape, and increasing their attempts to quit vaping. The campaign will also provide them with the information and support they need to quit vaping successfully.
The campaign will be evaluated using a range of methods, such as:
- Pre- and post-campaign surveys to measure changes in knowledge, attitudes, and behaviours of the target audience
- Media monitoring and analysis to measure the reach and effectiveness of the campaign
- Website and social media analytics to measure the engagement and conversion of the target audience
- Quit support service data to measure the uptake and outcomes of the quit support options
The campaign results will be used to inform future campaigns and strategies to prevent and reduce vaping among young people in NSW.
Maria Garcia is an award-winning author who excels in creating engaging cannabis-centric articles that captivate audiences. Her versatile writing style allows her to cover a wide range of topics within the cannabis space, from advocacy and social justice to product reviews and lifestyle features. Maria’s dedication to promoting education and awareness about cannabis shines through in her thoughtfully curated content that resonates with both seasoned enthusiasts and newcomers alike.
