Increasing public awareness on vaping as a way to stop smoking - - PowerPoint PPT Presentation

Increasing public awareness

• n 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
• r 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