Most of us first tried vaping through our friends. It was a social thing - something we did together. Then at one point we started vaping at home. Now that I think of it, when did I start vaping in bed? Or before I’ve made a coffee in the morning? Maybe it’s time to ask myself: why are we still doing this?
This was what we were asking ourselves back in January when we conceived this idea. The Australian Government Department of Health and Social Services had tasked us with coming up with an approach to tackle vaping that wasn't negative, didn't shame young people and didn't rely on health harms or quitting benefits. A tricky brief to say the lieast.
That led us to exploring the areas of social smoking - thinking about how no one's first vape is alone in their bedroom. They end up there after already being hooked. It was that pathway to addiction that we found resonated strongly in the research. And this became the final concept that you see today.
We received news coverage in over 25 publications (both industry and mainstream) as well as coverage on all major free-to-air television channels (SBS, ABC, 7, Nine and 10).