The Albanese Government is providing support for Australians to quit vaping and smoking, with new Government advertising campaigns and updated quit support services.
The $63.4 million ‘Give Up For Good’ campaign includes four separate but complementary creative approaches which will raise awareness of the health harms of smoking and vaping, and encourage Australians to take advantage of newly expanded quit support services.
Four streams of advertising will target key audiences:
- Young people who vape – ‘Why Are We Still Doing This?‘
- Adults who vape – ‘Vaping. Are You Really Choosing Anymore?‘
- Adults who smoke – ‘Choose Your Hard‘
- First Nations adults who smoke – ‘Keep At Quitting‘
The ‘Give Up For Good’ campaign is historic. This is the first time that the Australian Government has advertised to the public about the risks and harms of vaping, the first time in nearly 10 years that it has produced a national population-wide smoking campaign, and the first time that TikTok will be used in an Australian Government campaign.
The first phase of the youth vaping campaign, which was influencer-led and included content by media partners Spotify and Year13, was another first for the Australian Government. The influencer content has been viewed almost 7.7 million times, across 10 videos and posts, generating more than 618,000 likes and more than 900 comments.
Dedicated resources have been developed for teachers, parents and carers of young Australians, including a fact sheet, frequently asked questions and conversation guide.
The campaigns will run across television, digital video and audio, social media, gaming, radio, cinema and out-of-home channels like billboards, shopping centres and bus shelters.
The advertising will run until December 2024 and is part of a multi-year investment, with future phases of advertising planned.
