The Brief
NSW Health and the Cancer Institute wanted to deliver a phase campaign approach to address the vaping problem amongst 14-17 year olds in NSW. We were asked to develop a strategy to prevent vaping uptake and cessation that would address a change in their behaviour.
The Strategy
In a landscape where governmental messages can often be seen as fear mongering and untrustworthy, we'll tap into known behaviours and content consumption habits of 14-17 y/o's to deliver an important message that inspired behavioural change.
The Idea
Understanding that this youth based audience is hesitant of government based messaging, I knew that we needed to adopt an approach that would appear authentic and relatable, whilst delivering an informative health message. Applying the Theory of Change Logic Model paired with this knowledge, I developed a number of strategic pillars aligned with each behavioural phase.
The Results
Results recorded at the end of the first quarter of this campaign demonstrated that 7 in 10 teenagers aged 14-17 who have seen the campaign would NOT take up vaping. This was Phase 2 in a 3-year campaign and so results were measured continually per quarter and tracked over the campaign lifetime to truly understand the behavioural impact on the target audience.