The Vape Escape: Rethinking the Tradie Smoko with Lung Foundation Australia

Lung Foundation Australia, in partnership with the Queensland Government, recognised the urgent need to address vaping among young tradespeople aged 18–25. 

With limited research into this demographic’s attitudes toward vaping and lung health, the campaign needed to cut through scepticism, deliver authentic messages, and encourage behaviour change while promoting Quitline support services. 

To achieve this, we conducted deep audience research and focused on communicating with authenticity.

The Challenge

Young tradies do not engage with authority-driven health campaigns and scare tactics. 

Despite being exposed to lung hazards in the workplace daily, many view vaping as a safer alternative to smoking.

Messaging that valued authenticity over preaching was needed, with videos that educated without condescending, motivated without shaming, and positioned quitting as personal empowerment rather than health compliance.

But with vaping deeply entrenched in tradie culture, we knew videos alone wouldn’t suffice. We needed to drive genuine behaviour change, not just views.

The Insight

We conducted 2 audience workshops with 11 apprentice tradies, which revealed critical gaps between assumptions and reality.

Workshop 1: Testing Concepts & Channel Insights

Our first session tested early creative concepts and scripts, immediately exposing issues with visual authenticity.

The main character appeared too old, and the vape devices shown were outdated refillables rather than the disposable vapes participants regularly used. 

Construction backgrounds featured large infrastructure projects instead of the residential and commercial sites where they typically worked.

The session also uncovered unanticipated digital behaviour, with participants using TikTok daily during work breaks for both entertainment and information. 

They noted that animation held their attention, while static images were quickly scrolled past.

All participants were surprised to learn about the toxic chemicals in vapes. 

Most believed vaping was healthier than smoking, with one saying, “I didn’t think it was bad for you because it’s just like breathing in lolly air.” 

We also found that describing chemicals as “found in glue, weed killer and batteries” was far more impactful than scientific names.

Workshop 2: Validating Updates

The second workshop tested refined concepts and highlighted shifting attitudes. 

Participants now viewed vaping as potentially more dangerous than smoking, citing the unknown long-term effects and the ease of overuse. 

They responded strongly to messaging framed around self-improvement and personal goals such as buying festival tickets, tools, or vehicles.

Behaviour change motivators were linked to physical discomfort from current habits and seeing peers successfully quit. 

Participants preferred messaging-based support over phone calls, confirming Instagram DMs and Snapchat as their channels of choice.

The Approach

Based on workshop insights, we created 2 distinct one-minute animated videos that addressed different aspects of the quitting journey.

The first video, “Vaping, Tradies and Lung Health: Tradies, protect your lungs,” served as the educational foundation.\

It opened with relatable chemical comparisons, describing vape contents as “toxic chemicals found in glue, weed killer and batteries” rather than using scientific names. 

The script linked workplace lung exposure to vaping risks, emphasising that tradies breathe 8,000 times a day and can face cumulative chemical exposure from both their work environment and vaping. 

It positioned lung protection as essential for workers already exposed to dust, fumes and gases.

The second video, “Breathe Easy: The benefits of quitting,” focused on positive outcomes and personal empowerment. 

It highlighted freedom from chemical exposure, time savings and financial benefits. 

The script tied savings to specific purchases participants had mentioned, including festivals, holidays, tools and vehicles, while carefully avoiding judgemental language such as “wasting money.” 

This video framed quitting as self-improvement and personal choice rather than health compliance.

Visual Resonance

We aged down the main character, updated vapes to show disposable devices in bright colours that reflected common usage, and used construction backgrounds depicting residential builds nearing completion. 

Tools were changed from generic spanners to pliers and electrical drills that participants used daily.

Build for the Scroll

The content was designed in landscape format for primary distribution on YouTube, with animation and movement to capture attention mid-scroll. 

Hard-coded subtitles supported silent viewing. 

A key learning for future projects was the need to create videos specifically for TikTok’s mobile-first platform to better connect with this audience on their preferred channel.

The Results

Lung Foundation Australia ran paid social media and Google campaigns targeting tradies aged 18–25 in Queensland to share the 2 new animations. 

The campaign ran from 11 to 30 August aligned with Tradies National Health Month.

• 280,000+ video views and 800,000+ impressions on YouTube, generating more than 6,000 clicks
• 2.9 million impressions on Facebook, driving over 11,000 clicks
• 3,000 impressions on Google Search, with nearly 200 clicks

Ready to Create Your Own Impact?

We’re on the lookout for one organisation whose mission aligns with ours to empower communities across Australia.

We’re giving away a $20,000 creative communications campaign to help amplify your message and create real change.

For the chance to be selected, simply visit this page and tell us why your organisation deserves to win.