OurFutures Institute is helping clear the air of vaping in a campaign via G Squared.
'Help Clear the Air' consists of a brand film, a classroom demonstration, a teacher and student testimonials and a 10-part myth-busting video series.
G Squared head of creative and design Chris Murphy told AdNews that the aim was target educators and decision-makers in schools, who can then deliver the programme in class.
“Every asset is officially “evidence-based” which means it has been developed with researchers at the University of Sydney’s Matilda Centre, so if young people do encounter the content, it speaks to them in a safe and credible manner," said Murphy.
In Australia, approximately 1 in 3 (28.4%) young people aged 14-17 have tried vaping, according to OurFutures Institute.
G Squared were tasked to generate qualified school leads for OurFutures Institute’s Vaping Prevention Program in a way that was responsible, measurable and could scale nationwide.
“We had to show educators nationally that the programme was fully funded, curriculum aligned and easy to roll out," Murphy said.
“Creative development took around six weeks, as we worked closely with academics at The Matilda Centre to ensure all messaging was evidence-based.
The work aims to reach more than one million students and create the country’s largest vaping preventative health education push of its kind.
“Schools are telling us vaping is now one of the most challenging issues they face,” said OurFutures Institute head of marketing Maia Murray.
“Help Clear the Air' is about cutting through the noise, equipping schools with a credible voice, and helping students make better, healthier choices.”
The campaign builds on OurFutures Institute’s delivery of evidence-based school programs in partnership with The University of Sydney’s Matilda Centre.
The campaign is rolling out nationally, across digital channels with formats designed to be tested, optimised and scaled for impact.
“Vaping has been sold to young people as harmless water vapour,” said Murphy.
“Help Clear the Air' flips that narrative by myth-busting with evidence-based content designed to spark real conversations and drive behaviour change.
“Our performance creative approach meant starting with behavioural data from schools, then shaping the creative around how students, teachers, and parents actually engage online.
“Every asset was designed to be tested, optimised, and scaled — ensuring the campaign grows in impact as the audience engages with it.”
Credits:
- Client: OurFutures Institute
- Digital Agency: G Squared
- Production Partner: Latis Creative
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.