Audience Social Marketing (ASM) has commissioned a pivotal new study to analyse ‘what works’ in national and international campaigns that encourage young people not to vape or to quit vaping.

The study, to be launched in January 2025, will analyse key published research papers – and focus on the following key issues:

• What are the influences/ pressures on young people to vape?
• What are the barriers to stopping vaping?
• What are the opportunities/ messages that could persuade them to stop vaping or not to start in the first place?
• What are their trusted communication channels (who do they listen to)?

The report will be available to all those with an interest in the area including schools and colleges, education bodies, local authorities, and NHS & health organisations etc.

Ed Gyde CEO of Audience Social Marketing will also present the findings of the report at a number of events next year including the Boarding Schools’ Association Conference in Nottingham  on January 29th 2025.

Commenting on the report he said:

‘Youth vaping is a growing area of concern for society. There’s a lot of varying comms approaches in UK and across the world, so we felt a rigorous and detailed study of ‘what works’ in encouraging young people to resist the habit – or quit – would be really helpful to the wider community.’

The study further underlines the agency’s expertise in delivering tobacco control and vaping awareness campaigns – ASM consultants have worked on No Smoking Day, the PR Week award-winning ‘Big Smoke Debate’ (which encouraged a London-wide debate on smoke-free public places), initiatives by lung specialists to promote smoke-free NHS hospitals – and most recently ‘RU Being Sucked In?’ a youth vaping engagement initiative in South London.

In response to growing concern on the issue, the Government has committed to banning single-use disposable vapes in England & Wales from June next year.  Additionally, the Tobacco and Vapes Bill, currently being considered in the UK Parliament, will ban the advertising and sponsorship of all vapes and other nicotine products (such as nicotine pouches), mirroring current restrictions on tobacco.