Interactive anti-vaping campaign slides into SA
A new anti-vaping social media campaign called Don’t let vaping in has been launched in South Australia to address nicotine addiction among young people who vape. This campaign stands apart from traditional approaches by incorporating an interactive element designed to engage audiences through social media, targeting young people who vape.
While the latest data shows vaping rates in young people aged between 15- to 29-year-olds are decreasing, there are still too many young people vaping. According to data from the South Australian Health and Medical Research Institute (SAHMRI), 10.8 percent of young people vaped in 2024, compared to 15.1 percent in 2023.
The Don’t let vaping in campaign, developed by Quit Tasmania, is a modern, relatable and highly engaging portrayal of vaping addiction, with the personification of a vape as an online nuisance. The campaign’s video advertisements will appear in a range of social media platforms, including TikTok, Instagram, Reddit and YouTube to target young people aged 16 and older. Further campaign reach will be achieved through audio (Spotify and Listnr) and in outdoor advertising, which will reach young people under 16 years, following the recent social media ban.
To effectively support young people to quit vaping, it is important to engage with them through the multiple platforms and communication styles.
For this reason, a component of the campaign has been specifically designed to interact with users aged 16 years and over on the social media platform, TikTok. When users interact with the videos they view, messages will be sent to them about addiction to vaping, creating a pathway to quitting advice and tools.
A dedicated website will also boost the campaign’s edgy look and feel, designed to engage young people of all ages with quick, accessible quit support information and strategies for managing cravings and withdrawal.
To test the effectiveness of the Don’t let vaping in campaign, 400 young South Australians participants aged between 12-25 years old completed online surveys in late 2024 to provide feedback.
Sixty-four percent of the surveyed cohort reported that the advertisement ‘makes me stop and think’, 67 percent noted it acts as a strong argument to quit vaping, 70 percent reported the advertisement makes them feel concerned about their vaping, 69 percent felt motivated to quit, and 64 percent believed it could help someone realise they are addicted to vaping.
Quit Tasmania reported the advertisement performed very well, driving awareness and delivering over 5 million impressions (single views) across social media platforms, and delivering over 14,000 visits to the quit support website.
The Don’t let vaping in campaign will air in South Australia for five weeks from mid-December, as part of the South Australian Government’s smoking and vaping harms awareness campaign.
People who smoke or vape are also encouraged to visit their GP to discuss how to begin their quitting journey. For additional support, call Quitline on 137 848 to talk to a counsellor, or visit besmokefree.com.au or bevapefree.com.au for more information.
Campaign materials can be accessed online.
Quotes attributable to Preventive Health SA Chief Executive, Marina Bowshall:
The ‘Don’t let vaping in’ campaign is expected to transform young people’s perception of vaping to make them stop and think about the very real consequences of this addictive and dangerous habit.
The unique interactive component is an innovative way to increase awareness among young South Australians.
Vaping and smoking is highly addictive – we are keen to see the positive impacts of this creative campaign.