Increasing public awareness

on vaping as a way to stop

smoking

Canterbury seminar 29 May 2019

Health

Promotion

Agency

Te Hiringa

Hauora

HPA is a government organisation – a Crown Agent

HPA leads and supports activities that:

• promote health and wellbeing and encourage healthy lifestyles

• prevent disease, illness, injury and death

• enable environments that support health, wellbeing & healthy lifestyles

• reduce personal, social and economic harm.

HPA role

increase public

awareness of

vaping as a way to

stop smoking

The priority audience is young

Māori women who smoke.

Consensus

• The best thing you can do

for your health is be

smokefree and vape free.

• Vaping is not for children

or young people.

• Vaping can help some

people quit smoking.

• Vaping is not harmless but

it is much less harmful

than smoking.

• Vaping is not for non-

smokers.

The aim is to…

• support smokers, particularly young Māori women to successfully switch to vaping and stop smoking completely

• ensure non-smokers (particularly young people) do not find any messaging appealing

• help to reduce inequalities in smoking prevalence

• ensure that health practitioners, smokers and the broader community will understand that vaping is significantly less harmful than smoking.

The challenge

• want Māori women to

quit smoking / reduce

inequities

• need to address

mis-information &

knowledge gaps

around vaping

• don’t want young

people to start vaping

Two significant deliverables

Vapingfacts.health.nz

• A new website -

messaging for a general

population base

• An advertising campaign -

particularly to engage young Māori

women.

Ensuring we

get it right

• Insight surveys

• Ministry of Health

• Expert Advisory Group

• Māori Women: perspectives & experiences with smoking & vaping -Kahui Tautoko Consultancy

• Ongoing user & concept testing

Avoiding

unintended

consequences

A new website that

focuses on knowledge-

based messaging for a

general population base

Vapingfacts.health.nz

Campaign

Research audit & insight gathering

Formative research with priority

audience

Agencies briefed – 9 concepts produced

5 concepts went to independent

testing

1 stand-out concept chosen for

development

Campaign production: TV, digital content,

social media, & print material

Ad placements booked

Share with key stakeholders

LIVE!

late August