Vape to QuitStrong campaign goes live on Sunday 7 March

Mar 5, 2021

Vape to QuitStrong campaign goes live on Sunday 7 March 

We are pleased to let you know about the new national harm reduction campaign - Vape to QuitStrong. It’s a campaign designed to reduce the significant harm that is caused by smoking tobacco. It has been developed for the Ministry of Health by Te Hiringa Hauora, and aligns with the Ministry of Health’s position statement on vaping.

Vaping can be a way to quit tobacco, as it provides nicotine with fewer of the toxins that come from burning tobacco. While vaping is not harmless, it is considerably less harmful than smoking tobacco.

Similar to the QuitStrong campaign, Vape to QuitStrong uses a strengths-based approach and features a montage of videos of support and positivity, filmed with real people supporting and encouraging someone close to them who is using vaping as a way to quit smoking, and congratulating them for starting their quit journey. The videos are not scripted making them authentic and relatable.

The primary audience for this campaign is Māori wāhine aged 18 to 34. Māori women in general have the highest rate of smoking at 32% – more than any other group of the population in Aotearoa New Zealand. The secondary audience is Māori and Pasifika men aged 18 to 34 who are daily smokers, followed by the tertiary audience which is all other ethnicities aged 20 to 50 who are regular smokers.

The campaign is careful to position vaping as a way to reduce the harm of smoking. With this work we are aiming to:

  • support smokers, particularly young Māori women, to switch to vaping and stop smoking completely
  • help to reduce inequalities in smoking prevalence
  • minimise the risk of non-smokers (particularly those under the age of 18) starting to vaping
  • support smokers and the broader community to understand the benefits of vaping to stop smoking and how vaping has the potential to contribute to New Zealand’s Smokefree 2025 goal.

Key messages include:

  • Giving up smoking is the best thing you can do to improve your health.
  • Switching to vaping can help some people quit smoking tobacco.
  • While vaping is not harmless, it is considerably less harmful than smoking tobacco. As such it is an important way to reduce harm.
  • For more information head to

You can view the primary television commercial here. The channels used will be TV, radio, outdoor media, social media and online.

An overview of the campaign and resources can be found here.

The campaign goes live on Sunday 7 March 2021.

The Ministry of Health and Te Hiringa Hauora are supported by a number of other organisations in their position on vaping.

These organisations are:

  •  Quitline
  •  Hāpai te Hauora
  • Action for Smokefree 2025 (ASH)
  • National Training Service (NTS)
  • New Zealand Medical Association (NZMA)
  • All District Health Boards
  • Pharmacy Guild of New Zealand
  • Heart Foundation
  • New Zealand College of Midwives
  • Parents Centre

What we agree on:

  • The best thing you can do for your health is be smokefree and vape free.
  • Vaping is not for children or young people.
  • Vaping can help some people quit smoking.
  • Vaping is not harmless but it is much less harmful than smoking.
  • Vaping is not for non-smokers.

This campaign is permitted under the Smokefree Environments and Regulated Products Act 1900, section 24(f). Read the public health message issued by the Ministry of Health for Vaping Facts here.


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Tēnā koutou katoa e tautoko ana i te kaupapa nei. Thank you for your support.

Nāku noa, nā

The Tobacco Control Team at Te Hiringa Hauora/Health Promotion Agency