Creating Public Awareness of Vaping over Smoking


The UK Vaping Industry Association represents its members by acting as spokespeople for the industry. 

As part of their general activity, JBP worked with the membership organisation to create VApril, an annual public awareness campaign to educate people about the health benefits of vaping over smoking, offering advice and assistance for those wanting to switch.

The campaign utilises all our experience across PR, digital and print design, events and stakeholder engagement to deliver activities over the month all supported by a dedicated campaign website that offers support year-round.

In 2019, not only did VApril go international, but also won the gold award for Consumer Relations Campaign from the CIPR

Connecting Experts With Consumers

To launch VApril 2019, we organised a pop-up event in London’s Leicester Square, for member brands of the UKVIA to showcase their products and educate consumers about vaping.

Visitors to the pop-up were invited to attend free workshops to learn more about how to vape, the equipment involved and talk with the brand experts directly.

During the day, we had a promotional team on the street talking to members of the public about the event to raise awareness and drive footfall.

Presenting the Evidence

Although the UKVIA is an organisation designed to represent the businesses within the industry, VApril is very much a consumer facing campaign, giving the association a platform to help promote the research and insights it has access to.

To maximise the impact of the pop-up space, we designed a complete wrap inside and out, highlighting the research done by organisations like Public Health England and Cancer Research UK, as well as promote the two key activities we delivered during the campaign:

Switch on to vaping

Focused on helping people switch from smoking to vaping, we created a printed and downloadable guide to understand the steps it takes.

Speak up for vaping

To help raise awareness online, we hit the streets to interview real vapers, vape shop customers and employees to talk about the benefits they experienced from switching from smoking to vaping.

Driving Online Awareness

To continue momentum from the launch event, the VApril website acted as an online resource of all the campaign collateral, including expert advice and opportunities for consumers to engage, by submitting their own questions, as well as connect on social media.

The website also featured a store finder to help people find their local vape shop.

Strategic Partnerships

To further enhance the campaign, partnerships with both official bodies like the National Nicotine Alliance as well as influential personalities helped to attract media coverage for the campaign.

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