See through the haze: campaign toolkit

See through the haze is a first of its kind, Victoria-wide campaign developed by Quit. It raises awareness that many e-cigarettes contain poisonous chemicals such as those found in biofuel, paint thinner and bug killer. The campaign is targeted to young people and aims to motivate people to get the facts on vaping.

Share the campaign assets on your channels from 29 May to 8 July 2023 and help us spread the messages of this important campaign.

See campaign assets

Key messages

Many e-cigarettes contain poisonous chemicals such as those found in biofuel, paint thinner and bug killer. In fact, more than 200 chemicals have been detected in e-liquids. It’s time to see through the haze. Get the facts on vaping: vapingfacts.org.au/seethroughthehaze

1. Many e-cigarettes contain poisonous chemicals such as those found in biofuel, paint thinner and bug killer.
2. More than 200 chemicals have been detected in e-liquids.
3. Vaping exposes people to chemicals and toxins that could harm their health.

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Campaign overview

Australia has seen significant progress in tobacco control, with the data from the National Drug Strategy Household Survey (2019) showing 11% of Australians aged 14+ smoke daily, down from 24% in 1990. However, the introduction and rise of e-cigarette use (vaping) risks undermining this progress, with evidence showing increasing rates of e-cigarette use in Australia, particularly among young adults and adolescents. There is urgent need to inform the community of the harms associated with e-cigarette use.

The ‘See through the haze’ campaign will lead with two versions of a 30-second advertisement across digital platforms in Victoria: one featuring youth in their 20s and another with people in their 30s. All digital advertisements will click through to a dedicated campaign page. Throughout Melbourne metropolitan areas, the campaign will be supported by street posters.

The campaign targets people aged 14-39 years with the focus on providing clear information on the chemicals found in e-cigarettes.

The campaign will run in Victoria from 29 May until 8 July 2023.

Target audiences

Victorian people aged 14-39 who vape

Members of the Culturally and Linguistically Diverse (CALD) communities who vape:

• Lebanese Arabic speaking people who vape in Victoria, aged 14-39
• Chinese Mandarin speaking males who vape in Victoria, aged 14-39
• Vietnamese speaking males who vape in Victoria, aged 14-39

Campaign assets

Share our campaign messages with your communities:

1. Throughout the campaign period – 29 May until 8 July 2023 – promote our campaign content on your channels (social media, newsletters, blogs) by using the material and sample social media posts provided below
2. Follow us on Facebook, Twitter and LinkedIn and engage with our posts by liking, commenting or re-sharing.

Remember to tag us on Facebook and Twitter in your own organic posts: @quitvic and LinkedIn: @quit-victoria.

Click on headings below to view and download more.

Languages other than English

Campaign information will be available in:

• Arabic
• Simplified Chinese and Mandarin
• Vietnamese.

Quitline counsellors can talk with you in your preferred language using an interpreter. To arrange to speak with a Quitline counsellor in:

• Arabic through an interpreter, please call 03 8583 2905 and follow the instructions.
• Mandarin through an interpreter, please call 03 8583 2903 and follow the instructions.
• Vietnamese through an interpreter, please call 03 8583 2906 and follow the instructions.

For all other languages, call Quitline on 13 7848 and tell us you need an interpreter. We will call you back with an interpreter in your language as soon as possible.

Campaign feedback

If you have any feedback or concerns relating to the ‘See through the haze’ advertisements, please call 03 9514 6834 and leave your name and contact number. We will return your call as soon as possible.