An interactive setup with tubes and gumballs assigned to emotions related to vaping. "Later Vaper arcade" is visible in neon lighting in the middle of the display. An interactive setup with tubes and gumballs assigned to emotions related to vaping. "Later Vaper arcade" is visible in neon lighting in the middle of the display. An interactive setup with tubes and gumballs assigned to emotions related to vaping. "Later Vaper arcade" is visible in neon lighting in the middle of the display.

Protect your Breath is a social marketing campaign and website developed to help reduce vaping harm among young people in Aotearoa, by encouraging them to think critically about vaping.

The campaign offers alternatives in a non-judgemental way. It focuses on the power, strength, and sacredness of hā (breath) and our responsibility to care for this gift.

Key messages

We know that ‘just say no’ messaging doesn’t work with young people. When they hear ‘no’ or ‘don’t’, they may feel judgement and disengage. Young people informing the campaign’s development told us they want to feel supported in their decision making. They want to understand cultural narratives about breath, and they want alternative choices that support their wellbeing.

The Protect Your Breath campaign avoids judgement and scare tactics. It celebrates the things young people care about, their identities, and their language; and delivers easy-to-find, easy-to-share snackable information in the places where they already spend their time.

Messaging focuses on the value of breath and alternative choices.

Value of Breath

We want to encourage young people to reflect on the value and sacredness of their breath and the importance of keeping their lungs healthy, now and in the future.

Alternative choices

We know many young people choose to vape as a ‘coping mechanism’ for the stresses in their lives. The campaign encourages young people to think about other choices; things they can easily do to get that ‘wellbeing hit’.

The Later Vaper Arcade

The Later Vaper Arcade installation supports the Protect Your Breath campaign and is used at high profile events that attract a large youth audience. It includes interactive games, play and prizes to help young people think critically about their choices when it comes to breath and vaping. Activities encourage young people to reflect on their wellbeing, breath, and provide suggestions and alternatives for coping with stress.

Resources

Information for young people

  • On Instagram @protectyourbreathnz
  • The Huff Puff Enough website
  • Protect Your Breath audio series on Spotify and YouTube. Young people can follow along for ways to take a moment to pause and connect to their hā.

Information for parents and whānau

The Protect Your Breath website supports adults and addresses concerns about youth vaping. It includes information about the research and insights that informed the campaign.