Quit, a program of Cancer Council Victoria, has launched a new campaign to motivate young people to stop vaping by making the health risks feel more immediate and personally relevant.
Every Vape Is a Hit to Your Health focuses on real-life stories from people affected by serious health concerns linked to vaping, including breathing difficulties, fitness issues and nicotine addiction.
The campaign targets Victorians aged 18 to 39 and was originally created by Cancer Institute New South Wales.
How the campaign will reach young Victorians
Spark Foundry Australia is leading the media strategy and execution for the integrated campaign, which will run across Victoria until mid-July.
The campaign uses paid, earned and owned channels across social, programmatic out-of-home, ride-sharing and mobile environments. It is designed to reach audiences while socialising, in transit and near stores that may be selling illegal vaping products.
Social media will act as the primary reach driver. The campaign also includes influencer partnerships, a personalised landing page on the Quit website, and music and dining content partnerships.
A 30-second campaign film has also been released on YouTube.
Quit aims to challenge vaping normalisation
Kelly Dieannar, Head of Media & Communications, Prevention, Cancer Council Victoria, said behaviour change campaigns play an important role in cancer prevention.
“Behaviour change campaigns like ‘Every Vape is a Hit to your Health’ play a critical role in cancer prevention by helping people understand the risks of vaping through lived experiences, bringing those health concerns to life and strengthening motivation to make more informed decisions about quitting,” Dieannar said.
“This campaign makes those risks feel immediate, while showing that quitting is both possible and achievable with support. With mounting evidence linking vaping to oral and lung cancer, it is essential we find new methods to effectively reach and engage audiences in ways that resonate, shift perceptions, and inspire action.”
Olia Krivtchoun, Chief Client Service Officer, Spark Foundry Australia, said the campaign was built to meet young people in environments where vaping has become common.
“In partnership with Quit, we’re challenging the normalisation of vaping by placing messaging directly into the contexts where behaviours are shaped, intercepting audiences at key moments of intent,” Krivtchoun said.
“It’s a strong example of how strategic paid media can drive meaningful public health conversations.”