Youth Vaping case study

Service: Communication strategiesService: TranslationsService: Advertising and productionService: Public relationsService: Resource developmentClient: GovernmentSector: Healthcare
Written By Josh Cohen

Client:
Department of Health, Disability and Ageing

Project:
Youth Vaping Education campaign

Industry/sector:
Health

Contract period (start/end date)
May 2024 - June 2025

Services:
Communication strategies, Translations, Community engagement, Advertising and production, Public relations, and Resource development

Project background and objectives

From 2016 to 2022, there was a steep upsurge in the usage of e-cigarettes within young adults, an overall decline in the smoking of tobacco was parallelled with an increased popularity of e-cigarettes.

Considering this trend, the Department of Health, Disability and Ageing recognised the need to increase awareness of the risks of vaping, including nicotine addiction.

Project objectives

  • Increasing and reinforcing awareness about the harms of vaping such as nicotine addiction among CALD communities.

  • Promote support services like the My QuitBuddy app.

  • Dispelling myths about vaping being a ‘healthier’ smoking habit.

  • Reinforcing young people’s intentions to reduce and cease vaping.

Target audience

Young people aged 14-24 from culturally and linguistically diverse backgrounds.

Languages and communities covered

  • Arabic

  • Mandarin

  • Cantonese

  • Greek

  • Korean

  • Thai

  • Vietnamese

Outcomes

Key outcomes

  • The two eDMs produced achieved high stakeholder engagement, with the first showcasing an exceedingly high open rate (60.7%). This eDM performance exceed CP’s benchmark by 17.6%. The second eDM also received a high open rate (50.1%) and exceeded CP’s benchmark by 7%.

  • Engagement activities during this phase of the campaign exceeded benchmark standards. The activity contributions during these activities exceeded benchmarks by 80%, individuals reached through this activity by 340% and distributed merchandise by 1018% (2,236 items).

  • The campaign achieved strong media coverage, with 16 online coverage, 13 print and four digital coverages. These activities reached an estimated 8 million individuals.

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Josh Cohen https://www.squarely.com.au
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