Effies
Australia
Every Vape is a Hit to Your Health
Agency
Bastion
Client
Cancer Institute NSW
Awards
Finalist
Positive Change
Bronze
Youth Marketing
Summary
Faced with the rapid normalisation of vaping among young people, this campaign sought to change youth culture. By using a rigorous, evidence-based approach, the integrated campaign reframed vapes as a serious health harm through the idea, "Every Vape is a Hit to Your Health." This message successfully cut through media clutter and optimism bias by making the risk feel personal, immediate, and urgent. The campaign delivered significant attitudinal and behavioural shifts, increasing intentions and attempts to quit among vapers and strengthening intentions to remain vape-free among non-vapers.
Case study
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Credits
| Matthew | Clarke | Head of Marketing and Campaigns | Cancer Institute NSW |
| Alexis | Le Clerc | Team Leader, Social Marketing and Campaigns | Cancer Institute NSW |
| Gemma | Hearnshaw | Portfolio Manager, Social Marketing and Campaigns (Vaping) | Cancer Institute NSW |
| Samantha | Raheb | Portfolio Manager, Social Marketing and Campaigns (Vaping) | Cancer Institute NSW |
| Cameron | Sugden | Portfolio Manager, Social Marketing and Campaigns (Vaping) | Cancer Institute NSW |
| David | Murray | Project Officer, Social Marketing and Campaigns (Vaping) | Cancer Institute NSW |
| Sandra | Rickards | Team Leader, Research & Evaluation | Cancer Institute NSW |
| Erin | Furestad | Senior Research and Evaluation Officer | Cancer Institute NSW |
| Neva | Miller | Senior Research and Evaluation Officer | Cancer Institute NSW |
| Angela | Morris | National Chief Strategy Officer | Bastion |
| Addison | Gazal | Strategy Director | Bastion |
| Katy | Grey | Group Client Director | Bastion |
| Kirsty | Wootton | Client Director | Bastion |
| Simon | Langley | National Chief Creative Officer | Bastion |
| Laurence | Cronin | Creative Director | Bastion |
| Scott | Hopkin | Creative Director | Bastion |
| Ana | Lynch | General Manager | Bastion |
| Chris | Searle | Senior Art Director | Bastion |
| Morgan | Gregson | Senior Client Director | Bastion |
| Sarah | King | Strategy Director | Bastion |
| Lillian | Chan | Research and Evaluation Officer | Cancer Institute NSW |
| Samantha | Mitchell | Account Director | OMD |