Australian Government launches anti-vaping campaign via BMF

The Australian Government has launched a new national public health campaign targeting vapers, via BMF.

‘Give Up For Good’ encourages behaviour change to help Aussies give up vaping and smoking, particularly at-risk groups and young people.

The campaign is structured around three main streams: youth vaping, tobacco, and adult vaping. All three aim to increase awareness, reinforce the harms of the habit, and remind people of the resources available to help them quit.

“Recent research revealed that people who vape are more likely to take up cigarette smoking, compared to those who have never vaped. And, with access to these products becoming increasingly difficult due to regulatory change, there is an increasing need to support people to quit,” said BMF’s group creative director, Tom Hoskins.

“So, addressing the wider issue effectively meant creating nuanced and audience-specific work that talks to the insidious nature of both vaping and smoking.

“The common thread being that now, with more tools and support available, there’s never been a better time for Australian smokers and vapers to give up for good.”

The anti-smoking campaign targeting adults reminds Aussies that the alternative to quitting is harder, while the adult anti-vaping campaign hopes to motivate Aussies to take control back from nicotine.

The campaign targeting youth vapers aims to re-frame the social norm of vaping, encouraging users to ask themselves: ‘Why are we still doing this?’


Client: Department of Health and Aged Care

Creative agency: BMF

Production company: Good Oil, Collider.

Sound production: Rumble, Massive Music.

Post production: Arc Edit


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.