TLDR
Cancer Institute NSW will spend $2.04m on media to run Bastion's 'Every Vape is a Hit to Your Health' campaign for a fourth time, from 23 November to 27 April 2027. Western Australia, South Australia, Victoria and the ACT have licensed the same creative.
KEY TAKEAWAYS
Fourth run, same campaign
Cancer Institute NSW is bringing back 'Every Vape is a Hit to Your Health', the anti-vaping campaign Bastion created, with a $2.04m media budget. The new run starts on 23 November and finishes on 27 April 2027, across digital video, social, influencers, cinema and outdoor.[1]
It is the campaign's fourth run in under three years. It first ran from January to June 2024 and again from November 2024 to May 2025,[3] then from 24 November 2025 to 23 April 2026.[2] The audience is still people aged 14 to 24 who vape or are at risk of starting, with creative made for Aboriginal young people and for speakers of Arabic, Mandarin, Nepali, Vietnamese and Cantonese.[2]
Why the Institute is rerunning it
Cancer Institute NSW says an evaluation of the 2023/24 campaign found it motivated 24,000 young people in NSW to quit vaping and persuaded 15,000 more to at least reconsider. A peer-reviewed study published in May, based on 1,901 respondents, found 64% recognised the campaign, and those who did were more likely to say they had considered or tried quitting, Mumbrella reported.[1]
"Vaping is a significant public health issue. Like cigarettes, vapes are highly addictive and can cause serious health harm," a Cancer Institute NSW spokesperson said.[1]
Fewer NSW teenagers are trying vapes. Cancer Council's Generation Vape survey found the share of 14 to 17-year-olds who had ever vaped fell from 29.6% in April 2024 to 20.1% in October 2025, a period that also included the ban on retail vape sales from December 2024, NSW Health said in March.[4] The government has credited its laws for the fall; the campaign ran alongside them.
One campaign, five governments
Western Australia, South Australia, Victoria and the ACT have licensed the NSW work rather than commissioning their own, according to Mumbrella.[1] For government advertisers, that is a different model from the usual one of each state briefing its own agency on the same health problem: a campaign with evaluation results behind it is cheaper to license and rerun than to replace.
When the campaign launched in 2024, Cancer Institute NSW chief executive Professor Tracey O'Brien said vapes "can be highly addictive, with many vapes containing even higher levels of nicotine than cigarettes".[5]
SOURCES & CITATIONS
- NSW to revive award-winning anti-vaping campaign with $2m advertising push, Mumbrella
- 'Every Vape is a Hit to Your Health' anti-vaping campaign, Cancer Institute NSW
- Prevention updates, Cancer Institute NSW
- New report shows fewer teens in NSW are taking up vaping, NSW Health, 16 March 2026
- Young people at the centre of powerful new vaping campaign, NSW Health, 30 January 2024
FREQUENTLY ASKED QUESTIONS
When does the fourth run of 'Every Vape is a Hit to Your Health' start?
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
