Exploring Perceptions of Anti-vaping Message Themes: A Qualitative Study of Australian Adolescents and Adults

Introduction:
This text presents the findings of a qualitative study examining the perceptions of Australians regarding anti-vaping message themes. The study aimed to identify message themes that may be effective at minimizing e-cigarette use and elicit opinions on how these message themes could be optimized in terms of message execution and delivery. The results have the potential to inform the development of co-designed health communication campaigns addressing youth vaping.

Key Points:

* The study used focus groups (FG) with adolescents, young adults, and adults, stratified by gender, age, and e-cigarette use status.
* Fourteen message themes were presented to participants, who then provided feedback on their perceived effectiveness.
* Participants identified message themes focused on the health harms associated with vaping, chemical ingredients, use dependence, and social attitudes as effective.
* Groups emphasized the importance of using evidence-based personal testimonies and reported that messages would be most effectively communicated via social media, in public places, and at point of sale.

Main Message:
The main message of this study is that health communication campaigns targeting e-cigarette use should focus on the health harms associated with vaping, the chemical ingredients in e-cigarettes, use dependence, and social attitudes. The results also highlight the importance of using evidence-based personal testimonies and delivering messages via social media, public places, and point of sale. These findings can inform the development of future health communication campaigns aimed at reducing e-cigarette use among youth and young adults.

Mary-Ellen E Brierley, Isabella Kirley, Michelle I Jongenelis, Exploring Perceptions of Anti-vaping Message Themes: A Qualitative Study of Australian Adolescents and Adults, Nicotine & Tobacco Research, Volume 27, Issue 2, February 2025, Pages 262–270, https://doi.org/10.1093/ntr/ntae198