– Youth focused anti-vaping campaign
Media launch 13th March 2025
Campaign Statistics
Campaign development informed by:
- 414 young Tasmanians aged 12-18 years who participated in market research conducted by Menzies Institute for Medical Research (University of Tasmania), in collaboration with Quit Tasmania and Public Health Services, Tasmanian Department of Health
- 124 Tasmanians aged 18-25 years who provided input during Cancer Council Tasmania’s Relay For Life events
Since the campaign started airing in late 2024, it has achieved:
- Over 5 million impressions* across TikTok, Snapchat and YouTube
- 80,000 video views across TikTok, Snapchat and YouTube channels
- Reached young people over 372,000 times* (Tasmanian geographical area)
- Over 14,000 click-throughs to the Don’t Let It In website (campaign website)
- 800 posters distributed to school and youth networks
*one person can view or be reached multiple times
Awards:
Winner of 4 Tasmania Diemen Awards – creative and submission by Showpony advertising agency
Creativity for good
The effective use of creative thinking to create change for the better.
Digital campaign
The effective execution of a digital campaign.
Social
The engaging and creative use of social media at a campaign level.
Media Super Grand Diemen – Advertising & Communications
Big ideas deftly crafted through copy and art direction – these are what change attitudes and shape behaviours.
Campaign Material
Social media videos (TikTok and Snapchat)
- Don’t Let it In (TikTok video 1)
- Don’t Let it In (SnapChat video 1)
- Don’t Let it In (TikTok video 2)
- Don’t Let It in (SnapChat video 2)
Harms warning animations
Don’t Let It In – website
