The federal government has initiated a new campaign aimed at combating vaping among young Australians, leveraging the influence of well-known online figures to raise awareness about the risks of nicotine addiction. This initiative features six prominent Australians, including Paralympic swimmer Col Pearse, TikTok personality Veronica B (also known as Aunty Salma), singer Cxloe, and content creator Tedsthetics, who are tasked with dispelling myths and reframing the conversation around vaping.
Research indicates that these influencers resonate particularly well with the 14 to 20 age demographic. According to the Australian Institute of Health and Welfare, vaping is most prevalent among individuals aged 18 to 24. The campaign follows previous findings from the Cancer Council, which indicate that government educational efforts have contributed to a decline in the social acceptability of vaping.
In an engaging video, Veronica B, in character as Aunty Salma, humorously questions a younger family member about the benefits of vaping, ultimately stating, “What are the pros of vaping? Zero, minus one even.” She lists the numerous dangers associated with vaping, including respiratory issues, nicotine dependence, financial waste, and potential impacts on brain development.
Col Pearse, taking a more earnest approach, shares his personal insights about how vaping can hinder athletic performance. He encourages young people to resist peer pressure and elicit support from their friends in making healthy choices. His supportive message highlights that declining to vape could also empower others to do the same.
Each video in the campaign promotes the use of the federal government’s My QuitBuddy app, a resource designed to assist individuals in remaining smoke and vape-free. Thus far, the influencers involved have collectively amassed around eight million views and 650,000 likes during the initial phase of the campaign.
Health Minister Mark Butler has acknowledged the significant challenges posed by misinformation and targeted online marketing often aimed at enticing teenagers into vaping. He stresses that the government’s education efforts, coupled with new reforms addressing vaping, are crucial in combatting the influence of major tobacco companies seeking to engage a younger audience in nicotine use. He notes that traditional media channels are often ineffective for reaching teenagers, making the collaboration with popular influencers a strategic move to engage this demographic effectively.