Published: June 2024
As Perth commuters grapple with the surge of vaping on public transport, it feels like a déjà vu, says JENS KIRSCH. Do you remember when smoking was anywhere and everywhere? The battle has shifted, but the strategies remain eerily similar.
On Perth’s public transport, a lifeline for thousands, the battle against vaping is being fought with creativity and a touch of humour.
Transperth has launched inventive anti-vaping campaigns featuring quirky posters of watermelons and pineapples vaping, designed to catch the eye and convey a serious message.
These colourful characters are depicted in humorous scenarios that emphasise the absurdity of vaping in public.
Public Transport Authority spokesman David Hynes says the aim is to stand out while encouraging behavioural change and offering support for people struggling with addiction.
Public transport in Perth is heavily utilised, making it a prime battleground for such campaigns.
In 2021, 23.1 per cent of City of Perth residents used public transport to commute, compared to 8.4 per cent in greater Perth.
During peak hour (7.20 am to 8:20 am), almost 63,000 people board public transport, equivalent to 52,450 carloads of people.
In April 2024 alone, there were over 11.9 million boardings on trains, buses, and ferries.
Despite these efforts, the challenge remains significant.
“Vaping, like smoking, is banned on Transperth buses, trains, ferries, and at all stations,” Mr Hynes said.
“Doing so can incur an on-the-spot fine of $100 and a maximum penalty of $500.”
Statistics show a worrying trend: from 508 incidents in 2021-22, the number of people caught smoking (including vaping) on trains surged to 871 in 2022-23.
However, public reaction to Transperth’s ads has been overwhelmingly positive, with comments on social media praising their blend of fairness and humour.
“It’s the perfect combination of fair and passive-aggressive. I love it!” one traveller remarked.
Another noted: “Honestly, I love how many of Transperth’s ads are just slightly unhinged.”
The rise in vaping is alarming: daily use among 18-to-24-year-olds surged from 5 per cent in 2019 to 21 per cent in 2024, while among adults, it has nearly tripled to 7 per cent since 2019.
History lessons
This modern-day battle against vaping on public transport is reminiscent of the historical struggles against smoking.
In 1969, a staggering 36 per cent of adults smoked daily, thanks to relentless advertising from tobacco companies.
The health consequences are still felt today, with tobacco-induced diseases remaining a significant public health issue.
Fast forward to 1978, when the Commonwealth government and the NSW health department took a bold step with the “Quit for Life” campaign in northern NSW.
The campaign’s memorable ads, combined with counselling and medical support, provided a successful blueprint for helping smokers quit.
Many of us will remember this success leading to the rollout of Quit-branded campaigns across various Australian states in the early ‘80s, transforming smoking from a social norm to a frowned-upon habit.
While the battleground has shifted from cigarettes to e-cigarettes, the strategies against vaping today draw significant parallels with historical anti-smoking efforts.
Compelling
Both campaigns hinge on compelling public health messaging, utilising memorable advertisements to inform and educate the public about the dangers of nicotine addiction.
In the past, cigarette advertisements glamourised smoking, portraying it as sophisticated or rugged.
Today, vaping products often lure users with a variety of flavours and sleek designs, presenting a different but equally potent allure.
This shift necessitates nuanced messaging strategies to counteract the appeal of vaping among young people, just as historical campaigns tackled the glamourisation of smoking.
Moreover, both anti-smoking and anti-vaping campaigns target youth initiation fervently.
Historical data revealed how tobacco companies strategically targeted young audiences, much like authorities’ efforts today to prevent adolescents from picking up e-cigarettes.
The goal remains the same: to disrupt the cycle of nicotine addiction before it takes hold.
Government and health organisation support have been pivotal in both contexts.
The backing of influential bodies like the Australian Medical Association underscores the gravity of the vaping epidemic among youth today, mirroring the support garnered during the anti-smoking movements of the past.
Yet, there are notable differences.
Unlike the comprehensive regulatory frameworks developed over decades for tobacco, vaping regulations are still evolving.
The perception of harm also differs; while smoking’s health risks are well-established, vaping’s long-term effects are still being studied.
This disparity challenges current campaigns to communicate effectively the emerging evidence of vaping’s dangers.
Media
Media channels represent another stark contrast.
While historical anti-smoking campaigns primarily used television and radio, modern anti-vaping campaigns leverage social media and digital platforms to reach a younger, more tech-savvy audience.
This shift in communication strategies reflects the evolving landscape of media consumption and the importance of targeted messaging in today’s digital age.
For those seeking support to quit vaping, resources like the Australian Government’s “Give Up for Good” initiative offer valuable assistance. Visit http://www.health.gov.au/give-up-for-good/vaping for more information and resources.
By learning from the successes of historical anti-smoking campaigns, today’s efforts to curb vaping can be more effective. Just as smoking has become increasingly rare and socially unacceptable, one can hope to achieve the same with vaping through innovative and persistent public health campaigns – even through colourful watermelons.
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