Spotify.
The federal government has partnered with Spotify to raise awareness of the harms of vaping among young people, using a 'buddy-up' system to quit with friends in a campaign via MIK.
Titled “Buddy Up – Make a Pact to Quit Together”, this is the third phase of the anti-vaping initiative.
The campaign features Spotify's first integration of DJ X-voiced audio ads in the JAPAC market.
"The evolution of this campaign over the last three years shows the power of Spotify as a cultural companion. We’re facilitating a community-led movement through collaborative playlisting that makes the first step towards quitting feel like a shared social win," said Spotify head of sales AUNZ Adrian Bingham.
"Spotify is proud to support the Australian Government’s Youth Vaping Education Campaign to protect young people from the harms of vaping, while also supporting them to quit.”
The "Buddy Up" experience is currently live on the Spotify app.
Users can engage with the Buddy Up Stage to choose a friend to "Buddy Up and make a pact to quit together," select their "Day One" quitting anthem and access a dynamically updated playlist of tracks selected by others who have made the same commitment.
In 2024, Phase 1 'vape and You’ll Miss It', used the emotional connection to music to show how vaping impacts physical health in moments.
In 2025 Phase 2 'songs to Help You Stop Vaping', introduced curated motivational playlists.
Creative Credits:
Client: Department of Health, Disability and Ageing
Media Agency: UM
Creative Agency: MIK
Platform: Spotify
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