Uncloud:

We Are The Warning

Problem:

Big tobacco was recruiting a new generation of nicotine addicts. Research showed that 3 in 10 Aussies aged 14-25 had vaped in the 30 days before - and more than half a million in that age group vape daily.

The Minderoo Foundation advocated for immediate action, but the consequences of vaping remained unclear to decision makers. The only people who knew the true harm of vaping were the young Australians whose lives were being destroyed by nicotine addiction.

Solution:

To call for tougher laws, and to speak to young Australians in a language they’d understand, we invited them to lead the charge. We got young Australians whose mental and physical health had been affected to write their own warning labels, reminiscent of the warning labels that appear on cigarette packaging, and present them to decision makers while reforms took shape. Children as young as 7 shared stories of addiction and physical health issues.

We also launched UNCLOUD.ORG, a platform for them to warn other young people of the horrors of vaping addiction. UNCLOUD.ORG was the home for the real facts about vaping - no bullshit.

The work seeks to create lasting behavioural and legislative change.

Created in tandem by minds across Minderoo Foundation including specialists in behavioural science, public policy, public health, creative, data, media, PR and social. In my role as Head of Brand and Creative Services, my team delivered the creative and social media rollout of the campaign.

Result:

In September 2023, Minderoo Foundation was invited to share the warnings with key decision makers in Canberra. Legislation change followed in November 2023, making it illegal to import any disposable vapes into the country and banning recreational vaping - the world’s toughest vaping laws.

No-one warned this generation about vapes, but their warning will protect generations to come.