The Australian Government set out to address a new public health challenge: a generation of young Australians exposed to vaping. As part of an integrated education campaign, Fenton delivered public relations to disrupt the normalisation of vaping, deliver health messages and show young Australians practical, effective ways to quit – and stay quit.
The campaign included a comprehensive influencer marketing program, education resources, stakeholder engagement, media relations and community partnerships to reach young people in the places, platforms and communities they know and trust. Successful partnerships with youth employers, Future Baller, Basketball Australia, the Australian E-Sports League, NRL State of Origin Under 19s, and the Daily Aus, have been central to creating credible, relevant conversations with young audiences and making quitting feel achievable.
