Post on 19-Jul-2020
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