Establishing the world’s largest tobacco harm reduction campaign

Client

UKVIA

Sector

Trade Bodies

What we provided

Design and Digital, Public Relations

Background.

JBP devised and implemented VApril on behalf of the UK Vaping Industry Association (UKVIA), a nationwide initiative which has now been running annually since 2018, helping to educate smokers on how to best give up their habits in favour of considerably less harmful vaping.

Plan of action.

Providing centrally produced marketing assets for campaign partners to download, including evidence-based messaging around relative risks of vaping to smoking and key considerations when making the switchover
Mobilising the UKVIA’s membership to run in-store masterclasses on how best to make the switch from conventional cigarettes to vaping
Gaining the support of stop smoking services, consumer organisations and international bodies to spread the message far and wide
Category advocacy drawing on the positive and life-changing experiences of adult vapers
Shock activities including a death counter highlighting the number of deaths that are attributable to smoking every year

Results.

Independent research from One Poll amongst nearly 2,000 vapers revealed that one in five had heard of the VApril campaign with 72% of these saying that the campaign had an influence on them transitioning over to vaping.
Vape trade bodies in France, South Africa, Ireland, Mexico, Spain, America, Portugal and the Netherlands have now launched VApril in their countries drawing on the UK model, making it the world’s largest tobacco harm reduction campaign in the world.

JBP created the VApril campaign over seven years ago. It is an important initiative and JBP’s expert understanding of traditional and social media has ensured that the VApril campaign is the international success that it is today, helping smokers make the life-changing decision to switch from smoking to vaping, which is evidenced to be 95% less harmful than conventional cigarettes.

John Dunne, Director General, UKVIA

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