Marketing expert Russel Howcroft has harshly critiqued the Federal Government’s new anti-vaping initiative during a recent episode of his ‘AdMission’ podcast. He expressed concerns over the campaign’s strategy, which aims to address vaping among youth without using the alarming imagery associated with past anti-smoking efforts. Instead of focusing on cancer, the campaign highlights potential social harm.
When discussed about the campaign’s tagline, “Why Are We Still Doing This?”, Howcroft remarked that it lacks clarity and seems to suggest the government is frustrated with having to promote health messages. He emphasised the necessity of using fear to shift public behaviour, stating, “Vaping is a nicotine delivery system. Nicotine is as addictive as heroin.”
The government has invested $63.4 million in the ‘Give Up For Good’ campaign, which encompasses multiple strategies to raise awareness about the health risks linked to smoking and vaping and promote quitting resources. Advertisements are set to run across various platforms, including television, social media, and billboards, until December 2024 as part of an ongoing investment aimed at combating substance use among Australians.
For more insights, new episodes of ‘AdMission’ are available every Tuesday on Spotify and Apple Podcasts.