Scholarlink

Background <p>Youth vaping is increasing in Australia and internationally, highlighting the need for effective prevention and cessation strategies. Large-scale public health campaigns targeting vaping remain relatively uncommon, particularly those incorporating youth-informed design and rigorous evaluation. This project aimed to develop and evaluate a national, peer-to-peer anti-vaping campaign (UNCLOUD) using a multi-stage research approach.</p> Methods <p>We conducted three sequential studies with young people aged 14–25&#xa0;years in Australia (2022–2024). In Study 1, we used a cross-sectional national survey (<i>n</i> = 2,204) to assess vaping behaviors, attitudes, and perceived social norms. In Study 2, we conducted a qualitative study (<i>n</i> = 135) using interviews and group discussions to explore responses to anti-vaping messaging and inform campaign development. In Study 3, we implemented a repeated cross-sectional evaluation (<i>n</i> = 3,000) to assess campaign awareness, media performance, and self-reported attitudinal and behavioral outcomes. We compared participants who were aware versus unaware of the campaign using weighted analyses.</p> Results <p>In Study 1, 29% of participants reported vaping in the past 30&#xa0;days, while 77% perceived vaping as common among peers. In Study 2, participants identified messaging that focused on relatable, short-term harms and authentic peer-to-peer communication as most effective. The UNCLOUD campaign reached over 136 million individuals and generated over 9 million content views in the first 3 months post-launch. In Study 3, young people who vaped and recalled the campaign reported a greater desire to quit vaping (<i>p</i> = 0.001) and greater avoidance of vaping around others (<i>p</i> = 0.007) than those who were unaware of the campaign. Among young people who did not vape, 74% reported increased confidence to refuse vaping. Overall, 66% of participants reported taking at least one action after exposure to the campaign, such as discussing vaping with others or seeking additional information about vaping.</p> Conclusions <p>A multi-stage, youth-informed approach enabled us to develop a national anti-vaping campaign with substantial reach and engagement. Exposure to the campaign was associated with favorable self-reported attitudes and behaviors related to vaping. These findings support the potential value of theory-informed, peer-to-peer public health campaigns targeting youth vaping, although findings should be interpreted in light of the study design.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

‘UNCLOUD’ young lives: development and evaluation of a national peer-to-peer anti-vaping campaign for young people in Australia

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月22日

查看全文
  • Claire E. Wakefield,
  • Jordana K. McLoone,
  • Nicole Lawrence,
  • Tess Howard,
  • Zoe Brown,
  • Janelle Fandialan,
  • Melan Hegermann,
  • Melissa Gill

摘要

Background

Youth vaping is increasing in Australia and internationally, highlighting the need for effective prevention and cessation strategies. Large-scale public health campaigns targeting vaping remain relatively uncommon, particularly those incorporating youth-informed design and rigorous evaluation. This project aimed to develop and evaluate a national, peer-to-peer anti-vaping campaign (UNCLOUD) using a multi-stage research approach.

Methods

We conducted three sequential studies with young people aged 14–25 years in Australia (2022–2024). In Study 1, we used a cross-sectional national survey (n = 2,204) to assess vaping behaviors, attitudes, and perceived social norms. In Study 2, we conducted a qualitative study (n = 135) using interviews and group discussions to explore responses to anti-vaping messaging and inform campaign development. In Study 3, we implemented a repeated cross-sectional evaluation (n = 3,000) to assess campaign awareness, media performance, and self-reported attitudinal and behavioral outcomes. We compared participants who were aware versus unaware of the campaign using weighted analyses.

Results

In Study 1, 29% of participants reported vaping in the past 30 days, while 77% perceived vaping as common among peers. In Study 2, participants identified messaging that focused on relatable, short-term harms and authentic peer-to-peer communication as most effective. The UNCLOUD campaign reached over 136 million individuals and generated over 9 million content views in the first 3 months post-launch. In Study 3, young people who vaped and recalled the campaign reported a greater desire to quit vaping (p = 0.001) and greater avoidance of vaping around others (p = 0.007) than those who were unaware of the campaign. Among young people who did not vape, 74% reported increased confidence to refuse vaping. Overall, 66% of participants reported taking at least one action after exposure to the campaign, such as discussing vaping with others or seeking additional information about vaping.

Conclusions

A multi-stage, youth-informed approach enabled us to develop a national anti-vaping campaign with substantial reach and engagement. Exposure to the campaign was associated with favorable self-reported attitudes and behaviors related to vaping. These findings support the potential value of theory-informed, peer-to-peer public health campaigns targeting youth vaping, although findings should be interpreted in light of the study design.