The brief
Every Vape is a Hit to Your Health, is a multi-year campaign being delivered by the Cancer Institute of New South Wales, to encourage young peoples to consider the proven health harms of vaping and provide a range of support pathways.
It comes as the latest NSW Population Health Survey shows current vaping among people aged 16-24 has significantly increased to 16.5 per cent in 2021-22, up from 4.5 per cent two years prior.
33 Creative were engaged to support the campaign through the development and oversight of materials exclusively for Aboriginal and Torres Strait Islander young peoples.
The approach
Given their expertise and active engagement in the space, we embraced a collaborate approach with Na Joomelah – a dedicated Tackling Indigenous Smoking (TIS) team based in La Perouse, NSW.
By partnering with Na Joomelah, we were able to best support the Every Vape is a Hit to Your Health campaign with culturally informed perspectives and localised strategies, tailored to effectively engage Aboriginal and Torres Strait Islander young peoples in the state.
It was clear from the beginning, both our teams were passionate about using strength-based message to empower our community to make informed choices about their health and well-being.
Video and Creative Production
To support the campaign, we created two 15-second video products for use across YouTube and social media platforms. The videos featured TIS Project officers and took place in local community centres to align most strongly with the community.Our aim was to increase the self-efficacy of Aboriginal and Torres Strait Islander young peoples through promoting alternatives to vaping such as traditional healing practices and holistic wellness approaches.