The Department of Health and Aged Care, in collaboration with creative agency BMF, has launched a series of national public health campaigns aimed at helping Australians quit vaping and smoking.

Part of the 'Give Up For Good' behaviour change platform, the campaigns are structured around three streams: Youth Vaping, Tobacco, and Adult Vaping.

The campaigns aim to increase awareness and reinforce the harms of vaping and smoking, while highlighting the tools and resources available to help people quit.

The anti-smoking campaign targets all adult Australian smokers, emphasising the harms of smoking and the difficulty of quitting. The adult anti-vaping campaign focuses on the support and tools available to help vapers quit. The youth anti-vaping campaign aims to reframe the social norm of vaping and encourages young Australians to question their vaping habits.

Group Creative Director at BMF, Tom Hoskins, said: "Recent research revealed that people who vape are more likely to take up cigarette smoking, compared to those who have never vaped. And, with access to these products becoming increasingly difficult due to regulatory change, there is an increasing need to support people to quit. So, addressing the wider issue effectively meant creating nuanced and audience-specific work that talks to the insidious nature of both vaping and smoking. The common thread being that now, with more tools and support available, there’s never been a better time for Australian smokers and vapers to give up for good."

A fourth stream of anti-smoking creative to communicate with First Nations people has also been developed by Carbon Creative under the 'Give Up For Good' platform.