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

Increasing public awareness on vaping as a way to stop smoking Canterbury seminar 29 May 2019

HPA is a government organisation – a Health Crown Agent Promotion HPA leads and supports activities Agency that: • promote health and wellbeing and encourage healthy lifestyles Te Hiringa • prevent disease, illness, injury and death Hauora • 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 • A new website - messaging for a general population base Vapingfacts.health.nz • An advertising campaign - particularly to engage young Māori women.

• Insight surveys Ensuring we • Ministry of Health • Expert Advisory Group get it right • 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 Campaign production: Ad placements Research audit & TV, digital content, insight gathering social media, & print booked material Formative research 1 stand-out Share with key with priority concept chosen for stakeholders audience development 5 concepts went to LIVE! Agencies briefed – 9 independent late August concepts produced testing