Cancer Institute targets young vapers in new intense campaign via Bastion
Aiming to highlight the health harms caused by vaping, the Cancer Institute NSW has launched a powerful new behavioural change campaign, via Bastion.
The campaign targets 14-24 year-olds, and features real stories from young Aussies who have experienced the harms of vaping first-hand.
“The evidence of the harms vaping is causing is continuing to grow and is very concerning,” said Matt Clarke, head of marketing, cancer screening and prevention at the Cancer Institute NSW.
“Vapes are highly addictive, often contain nicotine and can cause lung damage and breathing problems, with some of the toxic chemicals found in vapes known to cause cancer.
“Hearing first-hand from the young people in the campaign, how much vaping had a hold on them and how it affected their health was really shocking,” Clarke continued. “This behaviour change campaign aims to contribute to countering this growing issue by highlighting the health harms through a peer-to-peer approach.”
The intense spots have a clear message: Every vape is a hit to your health. It shows not only the consequences of picking up the habit, but the perceived upside and appeal from the minds of young people – a key factor in driving engagement by the target audience.
The campaign aims to make young Aussies feel understood and informed, rather than lectured at, according to Bastion’s group chief creative, Simon Langley.
“This is a problem so concerning that we felt a huge responsibility on our shoulders to deliver a campaign that is going to make a truly significant impact,” he said.
“We believe this idea is the right one to do and research shows it is primed to hit hard and change behaviour.”
The campaign is live across cinema, digital, OOH and social.
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Credits:
Client: Cancer Institute NSW Health
Managing director, social marketing & campaigns screening & prevention: Matthew Clarke
Team leader, social marketing & campaigns screening and prevention: Lexi Le Clerc
Portfolio manager, vaping control, social marketing and campaigns: Gemma Hearnshaw
Portfolio manager, social marketing and campaigns – screening & prevention: Samantha Raheb
Project officer, vaping control, social marketing and campaigns: David Murray
Agency: Bastion
Managing director: Mike Godwin
Group chief creative officer: Simon Langley
National chief strategy officer: Angela Morris
Group client director: Katy Grey
Senior client manager: Kirsty Wootton
Creative director: Scott Hopkin
Creative director: Laurence Cronin
Creative director: Chris Searle
Designer: Sean Davitt
Media agency: OMD
Account director: Samantha Mitchell
Account manager: Tahlia Watts
Senior account manager, social & innovation: Lloyd Cuffe
Production company: Eight
Director: Tourist (Mitch Green)
Executive producer: Lib Kelly
DOP: Gregoire Liere
Post: Bastion Make
Senior broadcast producer: Niki Bentley
Editor: Lucas Vasquez
Colourist: Alina Bermingham
Flame: Brad Smith
Sound: Electric Sheep
Music composition: Nicholas Keate
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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This feels a like a modern version of don’t smoke ads, hopefully it works but I dunno, find an insight my guys
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