Just as cigarettes began to “fall out of fashion”, in came vaping. At first seen as a “solution” to the dangers of cigarette smoke, it quickly became a problem in itself. Especially with young people.

BMF is helping The Australian Government to eradicate the problems associated with both. They have launched new national public health campaigns to help Australians give up vaping and smoking, particularly targeting at-risk groups and young Australians.

The three campaigns fall under the Give Up For Good behaviour change platform and are structured around three critical areas – youth vaping, tobacco and adult vaping, all aimed at increasing awareness and reinforcing the harms of vaping and smoking and the tools and resources available to help people quit.

Part of the Government’s overarching anti-smoking campaign targeted to all adult Australian smokers, the smoking campaign highlights why smoking is one of the most harmful behaviours people can adopt, acknowledging that while quitting is hard, the alternative is harder.

The adult anti-vaping campaign reinforces the comprehensive support and tools available to vapers, to help them quit what is an insidious, all-consuming habit, motivating vapers to take control back from nicotine. The campaign underlines that while you may not have chosen nicotine addiction, it has already chosen you.

 Meanwhile, the youth anti-vaping campaign aims to re-frame the social norm of vaping asking young Australians to have a moment of self-reflection and “join the thousands quitting vapes”. The campaign is based in knowledge that both smoking and vaping can creep into lives when people don’t expect it, becoming a habit that’s hard to control. The campaign prompts young Australians to ask themselves, “why are we still doing this?”.

Tom Hoskins, group creative director, at BMF, statedm “Recent research revealed that people who vape are more likely to take up cigarette smoking, compared to those who have never vaped. And, with access to these products becoming increasingly difficult due to regulatory change, there is an increasing need to support people to quit. So, addressing the wider issue effectively meant creating nuanced and audience-specific work that talks to the insidious nature of both vaping and smoking. The common thread being that now, with more tools and support available, there’s never been a better time for Australian smokers and vapers to give up for good.”

A fourth stream of anti-smoking creative to communicate with First Nations people has also been developed by Carbon Creative under the Give Up For Good platform. Keep at quitting can be viewed here.

Credits:
Client: Department of Health and Aged Care
Creative Agency: BMF
Production Companies: Good Oil, Collider.  
Sound Production Companies: Rumble, Massive Music.
Post Production: ARC Edit