The use of vapes and e-cigarettes has been rapidly growing in Australia, particularly among young people. Vapes are sometimes seen as less harmful than cigarettes and more socially acceptable. This has been reinforced by vaping product advertising across multiple channels that have broad reach among young people and by influencer endorsement via social media.
The national Youth Vaping Education Campaign is a key part of the Australian Government’s package to tackle the rise of youth vaping by raising awareness of the harms of vaping and increasing uptake of cessation support services.
Fenton Communications has delivered public relations (PR) to support an integrated campaign, creating a PR strategy to disrupt the perception of vaping as normal, reinforce messages about the physical and mental health risks, and empower young people to seek support to quit.
The PR approach has included a creative influencer marketing program, collaborations with sports, gaming, music and community organisations to integrate campaign messaging in relevant youth spaces, sponsorships to create high-visibility campaign moments, development of education resources, stakeholder engagement, and media relations. This multi-channel approach was essential for reaching young people who are not consuming traditional media.
