CAPSTONE ANTI-VAPING CAMPAIGN

I participated in a collaborative initiative between Bastion Creative and Cancer Institute NSW to support the Vaping Control Campaign for the New South Wales Government, launched in 2023. This project engaged advertising students from universities across Australia to research and develop strategies targeting 14-24-year-old NSW youth, with a particular emphasis on CALD (Culturally and Linguistically Diverse) audiences aged 14-17.

Tools & Apps

This campaign aims to inspire NSW youth aged 14-24 to quit e-cigarettes and embrace a healthier, vape-free lifestyle. The campaign emphasizes relatability, connection, and support, avoiding fear-based tactics that may isolate individuals. Instead, it adopts an approachable and friendly tone to resonate with the target audience.

THE OBJECTIVE

KEY FINDINGS

Research into the 14-24 age demographic reveals vaping is now a normalised behaviour, akin to smoking, with widespread social acceptance.

  • Social Prevalence 38.8% of individuals vape socially, and 47% have no intention to quit.

  • Social Influence Peer groups heavily shape attitudes and behaviours, reinforcing vaping as a trend.

KEY CONCEPTS

Social Cognitive Theory Components

  • Observational learning, peer reinforcement, and self-efficacy are critical for influencing and modifying behaviours.

  • Behaviour is influenced by the reciprocal interaction between internal motivations and external influences.

    Normative Social Influence

    Individuals often adopt behaviours to conform and gain acceptance within social circles, avoiding isolation or rejection.

  • Aspirational reference groups, such as admired individuals, can impact attitudes and behaviours as youth strive to emulate these figures.

Behaviour Change

The Social Cognitive Theory serves as a foundational lens for understanding the decision-making processes and behavioural influences of NSW youth regarding vaping. This theory highlights that behaviour is shaped through a dynamic interaction of personal, behavioural, and environmental factors in a social context.