LUNG FOUNDATION
TESTING AN ANTI-VAPE CAMPAIGN WITH HARD-TO-REACH AUDIENCES
With support from Queensland Health, Lung Foundation Australia commissioned a targeted behaviour change campaign to address the health risks of vaping among young Australian tradies.
This group—predominantly males aged 18 to 25 working in carpentry and construction had proven resistant to traditional health messaging.
To ensure cultural relevance, relatability, and message cut-through, audience testing was embedded throughout the creative development process.
The videos aimed to raise awareness of the risks of vaping and encourage help-seeking through accessible support services like Quitline.
To ensure the campaign’s messaging was effective and relatable, a two-part audience testing process was embedded into the creative development.
Two online workshops were held in involving apprentice tradies recruited via direct outreach to TAFEs, unions, and social media groups. Participants provided real-time feedback on language, visuals, vape behaviours, and emotional reactions to key messages.
DELIVERABLES
2 x 60-minute online workshops
Participant recruitment
Insights reports