The federal government has launched an anti-vaping campaign using popular online influencers to educate young people on the dangers of nicotine addiction.
Six high-profile Australians, including a singer, a two-time Paralympian, and a TikTok star, have been enlisted to clear up misinformation and change the narrative on vaping.
Among them are Paralympic swimmer Col Pearse, TikTok star Veronica B, known online as Aunty Salma, Australian singer Cxloe and content creator Tedsthetics.
Research found these high-profile Australians are particularly popular with young people aged between 14 and 20, the federal government said in a statement.
Vaping and the use of e-cigarettes is the most common among young people aged between 18 and 24 in Australia, according to the Australian Institute of Health and Welfare.
The latest campaign comes after Cancer Council research found government education targeting vaping has contributed to it becoming less “socially acceptable”.
In one video shared by Veronica B in character as Aunty Salma, she pretended to be an older relative asking a family member why they vape.
“What are the pros of vaping? Zero, minus one even,” she said in the footage.
“The risks of vaping… coughing, breathing problems, nicotine dependence, waste of money and it can affect your brain development.”
Two-time Paralympian Pearse shared a video with a more serious note, discussing how vaping can impact your performance as an athlete.
He also urged young people to avoid being peer-pressured into trying vaping.
“It can be hard to say no at first, but back yourself and your friends are there to help and support you along the journey,” he said.
“You might even help them say no, too.”
Each video asks viewers to download the federal government’s My QuitBuddy app, which provides tips and information about staying smoke and vape-free.
The Australian government said the influencers have already generated a combined eight million views and 650,000 likes during the first phase of the education campaign.
“There is an enormous amount of misinformation and online advertising designed to lure teenagers into vaping,” Health Minister Mark Butler said.
“Together with the Albanese government’s world-leading vaping reforms, education is a key step to stopping Big Tobacco companies from luring a new generation into nicotine dependency.
“It’s pretty clear that teenagers don’t watch TV or listen to health ministers, much as I might like them to, which is why we’ve partnered with influencers that young people listen to: from comedians, to sport stars and gamers, and everyone in between.”
