How do we get to smokefree before 2030 using behavioural science?
Who smokes, what makes it harder for them to quit, and how behavioural science can be leveraged to support smoking cessation towards Smokefree 2030.
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Use digital platforms and gamification
Why:
It might be a bit obvious to say this, but with so many young people highly engaged with digital platforms, particularly social media and mobile apps, this is a must.
How:
If you have a ‘digital offer’ for young people, we recommend incorporating gamification elements, such as earning badges, tracking progress, or competing with friends. Leveraging social media influencers to promote anti-vaping messages is also worth testing. In terms of support, experiment with interactive tools, such as virtual chatbots or AI-driven coaches, to provide personalised quitting support to young people. This is more likely to work than asking a young person to visit a ‘physical’ in person service.
Focus on [immediate] health and appearance messaging
Why:
When it comes to communicating with young people, messages need to focus on immediate, visible benefits (e.g., better skin, improved fitness) as these resonate more strongly with young people. They are a generation who are used to instant gratification and quick payback. Patience and long-term planning is not their forte! Avoid talking about the long-term health risks – they are not interested.
How:
You might want to highlight how quitting vaping improves skin, lung capacity [now], and athletic performance. Create campaigns that appeal to aspirational lifestyles, linking quitting vaping with looking and feeling better. Use visual storytelling through platforms like TikTok and Instagram, showing "before and after" journeys of people who quit vaping. Present people living their ‘best life’ vape free.
Make services relatable and peer-led [and online]
Why:
We know from working with young people over 20 years that peer influence is a strong driver of behaviour in young people, so lean into this.
How:
Develop peer-led support groups or programmes where young people can share experiences and advice [ideally online or digitally as this is a generation that do not pick up the phone!] Incorporate youth-driven design in service development by involving young people in creating and promoting these services. If you don’t know how to do this, check out our services.
Integrate vaping cessation into broader wellbeing ‘offers’
Why:
Young people may view vaping as part of a broader lifestyle, so integrating cessation into holistic health offers is likely to be more appealing.
How:
Combine vaping cessation with programmes on mental health, stress management, and physical fitness. Offer services in environments where young people naturally spend time, such as gyms, schools, and universities. Provide incentives like discounts on wellness products or gym memberships for engaging with stop-vaping services.
Leverage humour and authentic storytelling
Why:
Young people respond well to humour and authentic stories, which can cut through traditional “scare tactics.” Which don’t often work with younger people.
How:
Why not try developing humorous or satirical content highlighting the absurdities of vaping culture to make quitting more appealing? Share authentic stories from young people who quit vaping, emphasizing relatable struggles and triumphs. It will also be important to collaborate with popular content creators to embed stop-vaping messages in a way that feels organic and entertaining.
Our final tip.
For maximum effectiveness, ALWAYS co-create initiatives with young people to ensure the tone, format, and content resonate. Pilot programmes and gather feedback to refine approaches based on what engages and motivates them most. We have carried out over 100 co-production and co-creation workshops with young people in youth settings so please do get in touch if you need some help.
