Exploring perceptions of anti-vaping message themes: A qualitative study of Australian adolescents and adults.

Introduction: Minimising electronic cigarette (e-cigarette) uptake and encouraging vaping cessation have become important components of public health agendas. Given the success of well-designed anti-smoking campaigns, attention has turned to developing health communications that target vaping. Although prior work has identified a range of potentially effective campaign messages, several gaps in the literature remain. We aimed to (i) identify message themes perceived to be effective at minimising e-cigarette use and (ii) elicit opinion on how these message themes could be optimised in terms of message execution and delivery.

Methods: Focus groups (n = 16) were conducted with adolescents (14-15 and 16-17 year olds), young adults (18-24 year olds), and adults (25-39 year olds). The groups reported on message themes they believed would assist with minimising e-cigarette use. They then provided feedback on 14 message themes developed by the research team. Data were analysed using reflexive thematic analysis.

Results: Groups discussed a range of message themes they believed would be effective. These included themes focused on the health harms associated with vaping, the chemical ingredients in e-cigarettes, use dependence, and social attitudes to use. Groups discussed the importance of using evidence-based personal testimonies, and reported that messages would be most effectively communicated via social media, in public places, and at point of sale.

Conclusion: Results build on existing research by identifying message themes perceived to be most effective, and how these would best be executed. Results have the potential to inform the development of co-designed health communication campaigns addressing youth vaping.

Implications: Using a stratified focus group methodology, we collected rich and detailed qualitative data on Australians' perceptions of anti-vaping message themes. Themes considered most effective were those that addressed the health harms of vaping, the chemical ingredients in e-cigarettes, social consequences of use and the impacts of dependence. We recommend further work to develop and trial a range of specific anti-vaping messages based on the themes identified as having the most potential. This process should include iterative co-design with the target audience to optimise future health communication campaigns.