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Speaker 1: Already and this is this is the Daily Off. This

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Speaker 1: is the Daily OS. Oh, now it makes sense.

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Speaker 2: Good morning, and welcome to the Daily OS. It is Tuesday,

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Speaker 2: the eleventh of June.

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Speaker 1: I'm Billy, I'm Sam.

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Speaker 2: Yesterday the federal government launched its first ever nationwide anti

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Speaker 2: vaping advertising campaign, called give Up for Good.

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Speaker 1: It comes as the number.

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Speaker 2: Of people between the ages of eighteen and twenty four

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Speaker 2: who vape has quadrupled.

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Speaker 1: Since twenty nineteen.

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Speaker 2: To target young people, the government will run ads on

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Speaker 2: TikTok for the first time. And what's particularly interesting is

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Speaker 2: the kind of messaging that the government found was going

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Speaker 2: to be most effective towards young people.

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Speaker 1: We'll tell you more about that in.

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Speaker 2: Today's podcast, but before we get there, Sam, what is

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Speaker 2: making headlines today?

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Speaker 3: French President Emmanuel Macron has called a snap national election

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Speaker 3: to be held on the thirtieth of June, only hours

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Speaker 3: after the far right party, led by his main rival

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Speaker 3: Marine la Penn, delivered a stronger than expected result in

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Speaker 3: the European Parliament elections. Appearing in a televised address, Macron

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Speaker 3: announced the dissolution of parliament and told voters France needs

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Speaker 3: a clear majority in serenity and harmony. A result will

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Speaker 3: be delivered to the French public before the start of

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Speaker 3: the Olympics. They kick off on the twenty sixth of July.

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Speaker 2: Consumers have been told not to panic buy eggs after

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Speaker 2: Cole's placed a limit on how many cardens a single

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Speaker 2: customer can purchase. Victoria's Minister for Jobs in Industry, Natalie hutchins,

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Speaker 2: so consumers don't need to stock up and there are

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Speaker 2: still some very good supplies. Coles announced the limit of

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Speaker 2: two egg cardons per customer excluding Western Australia, after bird

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Speaker 2: flu was found at a fifth poultry farm in Victoria.

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Speaker 2: Agriculture Victoria has assured customers that eggs and poultry products

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Speaker 2: from supermarkets are safe to consume.

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Speaker 3: New South Wales police have seized more than two million

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Speaker 3: dollars in illegal tobaccos, cigarettes and vapes. We're going to

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Speaker 3: be talking more about them today. During three separate routine

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Speaker 3: traffic stops in the state. On Saturday afternoon, a car

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Speaker 3: was stopped and searched, leading to the discovery of over

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Speaker 3: twenty three hundred vapes and one hundred and forty two

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Speaker 3: thousand dollars in cash. On Sunday morning, a thirty five

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Speaker 3: year old woman was found in possession of over one

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Speaker 3: point one million dollars in cigarettes and tobacco, followed by

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Speaker 3: yet another discovery on Sunday afternoon of six hundred and

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Speaker 3: fifteen thousand dollars worth of cigarettes.

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Speaker 2: And Today's good News. The annual Big Freeze fundraisers that

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Speaker 2: accompanies the King's Birthday AFL matches between Collingwood and Melbourne

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Speaker 2: has celebrated its tenth year, raising tens of millions over

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Speaker 2: the decade for research into the causes and treatment of

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Speaker 2: motor neuron disease, also known as MND. The organization was

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Speaker 2: established in twenty fourteen by legendary AFL player and coach

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Speaker 2: Neil Danaher, who was diagnosed with MND in twenty thirteen.

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Speaker 2: To mark the day, nine Australian celebrities subjected themselves to

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Speaker 2: a water slide into an ice bath in front of

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Speaker 2: oz ninety thousand fans at the MCG now sixty three.

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Speaker 2: Danaher was in attendance to watch the event.

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Speaker 3: So, Billy, the government's announced this major vaping campaign. Before

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Speaker 3: we get into what sort of slogans they're using, why

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Speaker 3: those slogans made it in why don't we go back

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Speaker 3: and just establish that vaping is extremely popular amongst young people.

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Speaker 3: We've done a lot of journalism on this, give me

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Speaker 3: a sense of how popular it really is.

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Speaker 2: I actually remember the first time I came to the

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Speaker 2: Daily Ohs and I said to you, guys, vaping is everywhere,

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Speaker 2: and you said, I've never seen it. You were a visionary, yes,

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Speaker 2: but now it's undeniable.

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Speaker 1: You see it everywhere you go.

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Speaker 2: So government data suggests that about three point three million

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Speaker 2: Australians vaped or smoked in twenty twenty two or both.

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Speaker 2: And according to the Australian Institute of Health and Welfare,

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Speaker 2: which is also official government data, people aged between eighteen

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Speaker 2: and twenty four are the most likely to vape den

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Speaker 2: And like I said in the intro, the number of

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Speaker 2: people in this age group who vape has quadrupled since

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Speaker 2: twenty nineteen. So just in the last five years, this

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Speaker 2: sharp increase, it's become exponentially more popular. And we're actually

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Speaker 2: the first generation to see an increase in nicotine use

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Speaker 2: since the early nineteen nineties, so we're really going against

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Speaker 2: this long downward.

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Speaker 3: Trend, a trend. Interestingly that the government has poured hundreds

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Speaker 3: of millions of dollars into in previous campaigns.

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Speaker 2: Yeah, and more specifically, data suggests that vaping is more

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Speaker 2: common in young females than in young males, which I

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Speaker 2: didn't know.

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Speaker 1: I thought that was quite interesting.

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Speaker 2: And one other interesting thing is that in terms of

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Speaker 2: the differences between those who vape and those who smoke,

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Speaker 2: data tells us that people living in the highest socioeconomic

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Speaker 2: areas are the most likely to vape but not smoke,

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Speaker 2: and it is the exact opposite for smoking, where the

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Speaker 2: people living in the lowest socioeconomic areas are the most

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Speaker 2: likely to smoke but not vape.

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Speaker 3: And it's really interesting that kind of socioeconomic but wherever

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Speaker 3: you are, smoking or vaping is a big issue for

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Speaker 3: young people. So the government come out they launch this

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Speaker 3: big advertising campaign yesterday to combat it. Tell me about

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Speaker 3: the campaign.

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Speaker 2: So it's called give Up for Good and it is

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Speaker 2: focused on both vaping and smoking. And it's actually quite historic.

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Speaker 2: There are a number of first here. So it is

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Speaker 2: the first time an Australian government has advertised about the

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Speaker 2: risks and harms of vaping. It's also the first time

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Speaker 2: in nearly a decade that there has been a population

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Speaker 2: wide smoking campaign.

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Speaker 3: So opposed to like state by state campaigns.

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Speaker 2: Yeah, or focused on certain demographics. It's focused on everywhere

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Speaker 2: this time. And it's also the first time that TikTok

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Speaker 2: will be used in an Australian government campaign. And the

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Speaker 2: government has also identified four key target groups. So the

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Speaker 2: first one is young people who vape, the second is

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Speaker 2: adults who vape, the third is adults who smoke, and

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Speaker 2: the final one is First Nations adults who smoke. Now,

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Speaker 2: for the purposes of this episode, we are just going

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Speaker 2: to focus on the first section, which is young people

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Speaker 2: who vape.

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Speaker 3: We could almost do a whole episode on each of those.

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Speaker 2: Yeah, And interestingly the campaigns are really different, but obviously

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Speaker 2: the Delias focuses mostly on young people. And what I

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Speaker 2: found super interesting is what the government said about how

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Speaker 2: it is approaching the messaging of this campaign for young people. So, Sam,

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Speaker 2: I just first want to run a test. What do

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Speaker 2: you think of when you think of traditional nicotine ads?

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Speaker 3: So I think firstly of the imagery that goes on

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Speaker 3: packets of cigarettes. Is that really kind of stark imagery

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Speaker 3: of people hooked up to tubes or they've got disfigured

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Speaker 3: body parts, all that kind of stuff.

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Speaker 1: Blacktoes.

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Speaker 3: Yeah. But then the other campaign I really remember is

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Speaker 3: the one where a sponge was squeezed and black tar

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Speaker 3: came out of that sponge, and it was meant to

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Speaker 3: show you what was happening to your lungs if you smoked.

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Speaker 3: I really remember that from kind of broadcast television.

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Speaker 1: Yeah.

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Speaker 2: So ads have traditionally gone very hard on the health

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Speaker 2: impacts and showing just how bad your health can get

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Speaker 2: if you regularly, and that clearly worked for a time.

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Speaker 2: You know, we've seen smoking rates have decreased significantly compared

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Speaker 2: to decades ago. But what the government found now is

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Speaker 2: that there is quite a bit of fatigue around that messaging. Essentially,

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Speaker 2: it's not as shocking as it once was, which makes

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Speaker 2: sense when it has been around for decades now. And

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Speaker 2: so what they did is they ran focus groups to

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Speaker 2: understand what would be effective in convincing young people to

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Speaker 2: quit vaping. And what they found was that focusing on

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Speaker 2: those messages of traditional health harms wasn't going to be

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Speaker 2: as effective as focusing on things like addiction and loss

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Speaker 2: of control and the impact on one's mental health and

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Speaker 2: social isolation. They were found to be a lot more

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Speaker 2: effective than traditional health messaging.

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Speaker 3: And you know what's really interesting about that is we

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Speaker 3: covered the new betting campaign for the Australian government last

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Speaker 3: year and there's really similar themes in that one as well,

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Speaker 3: of social isolation, of the social impact of what you're doing.

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Speaker 3: That's clearly strike a nerve with people exactly.

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Speaker 2: And in a press conference yesterday Federal Health Minister Mark

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Speaker 2: Butler explained a little more about this. He said, quote,

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Speaker 2: young people are often quite shocked if they start vaping

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Speaker 2: because of a bit of peer group pressure, and then

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Speaker 2: they're shocked by the time they realize that they're addicted.

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Speaker 2: They're really struggling with this and that is the focus

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Speaker 2: of these ads.

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Speaker 3: Really interesting and so that building on an already existing

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Speaker 3: influencer campaign, right.

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Speaker 2: Yeah, So it follows the first phase of an influencer

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Speaker 2: led anti vaping campaign that launched earlier this year.

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Speaker 1: You might remember it.

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Speaker 2: We definitely covered it on the Daily OHS and it

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Speaker 2: included people like cricketer Lise Perry, Olympic diver Sam Fricka

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Speaker 2: who was very big on TikTok, definitely on my for

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Speaker 2: you page, and content creator Ella Watkins. Now, yesterday the

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Speaker 2: government also gave us some data on how effective that

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Speaker 2: campaign has been, and they said that the influencer content

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Speaker 2: has been viewed nearly eight million times across ten videos

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Speaker 2: and posts, with nearly six hundred and eighteen thousand and

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Speaker 2: likes and more than nine hundred comments. And yesterday, during

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Speaker 2: that press conference I mentioned earlier, Butler was asked if

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Speaker 2: tax payers got their value for.

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Speaker 1: Money out of that campaign.

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Speaker 3: Interesting question.

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Speaker 2: Yeah, I think that there is some hesitation about whether

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Speaker 2: the government should be focusing on TikTok as a platform

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Speaker 2: to spread their ads. But Butler said, quote, this is

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Speaker 2: the space that young people are getting their information from. Frankly,

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Speaker 2: those are the people young people are listening to, not

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Speaker 2: me so much, unfortunately.

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Speaker 3: And there's a kind of an error of disappointment in

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Speaker 3: that state. I like that the federal Health Minister standing

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Speaker 3: up there and going young people just aren't listening to government,

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Speaker 3: But that itself is probably not a particularly new idea,

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Speaker 3: and he's probably just conceding the state of play. Now.

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Speaker 3: We know that advertising can make a difference, but the

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Speaker 3: other thing that can make a difference to rates of

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Speaker 3: vaping and smoking is the law, right.

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Speaker 1: Yeah, exactly.

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Speaker 2: You might remember at the start of this year that

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Speaker 2: new laws banning the import of all disposable vapes aim

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Speaker 2: into effect. And that word disposable is important because now

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Speaker 2: there is further legislation currently before Parliament to ban the importation, manufacture,

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Speaker 2: supply and commercial possession of all non therapeutic vapes, so

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Speaker 2: not just disposable ones, but reusable ones as well that

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Speaker 2: are non therapeutic. Now, therapeutic vapes is important to note.

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Speaker 2: Purchase through a pharmacy would still be permitted in Australia,

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Speaker 2: so if you have a prescription for a vape, you

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Speaker 2: can still access it through that way, but really cracking

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Speaker 2: down on kind of the black market of vapes in Australia. Now,

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Speaker 2: this bill is due to be voted at the end

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Speaker 2: of the month, so where in June. Now it's due

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Speaker 2: to be voted at the end of June, and it's

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Speaker 2: due to come into effect from the first of July.

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Speaker 2: So that timing is important because it's really coming down

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Speaker 2: to the last minute.

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Speaker 3: Billy, before we close out this episode. Has there been

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Speaker 3: any negative criticism of this campaign? I know it only

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Speaker 3: came out yesterday, it's still early days. Have we heard

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Speaker 3: from the opposition?

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Speaker 2: Yeah, so it did only come out yesterday, But I

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Speaker 2: did reach out to the shadow Health Minister who is Rustin,

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Speaker 2: and her office got back to me basically saying that

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Speaker 2: advertising is great and is important, but what's more important

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Speaker 2: is effective enforcement and making sure that these laws that

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Speaker 2: they are introducing are actually.

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Speaker 1: Being enforced in practice.

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Speaker 2: And as we know, vapes are so readily accessible at

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Speaker 2: the moment for.

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Speaker 3: Young people and even the disposable ones that are supposedly banned.

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Speaker 2: Exactly, and so they say that there needs to be

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Speaker 2: more effective enforcement efforts to really combat this rise. In

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Speaker 2: terms of other criticism, I have seen some commentary online

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Speaker 2: about the cost.

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Speaker 1: Of this campaign.

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Speaker 3: How much was it?

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Speaker 2: So it's sixty five million dollars and it will be

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Speaker 2: in place from now until the end of twenty twenty four,

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Speaker 2: So that's sixty five million dollars over six months. And

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Speaker 2: I'm sure at the end of that six months will

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Speaker 2: have more of an understanding of how effective this has

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Speaker 2: been and if it is going to result in a

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Speaker 2: decrease in how many young people are vaping at the moment.

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Speaker 3: Thank you so much for explaining that, Billy. It's going

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Speaker 3: to be super interesting to see how effective these campaigns

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Speaker 3: are over the next six months and whether that sixty

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Speaker 3: five million, and the messaging, the unique social messaging is

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Speaker 3: going to move the dial on vaping and smoking in Australia.

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Speaker 3: If you want to watch the ad. We put a

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Speaker 3: post up about this story yesterday and one of the

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Speaker 3: slides of the post is the little ad spot that's

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Speaker 3: been released. Now before we go, we've just come off

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Speaker 3: a long weekend, but Billy, you and I didn't take

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Speaker 3: a break. We published two episodes, two more podcast episodes

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Speaker 3: over the break, and I thought this was a good

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Speaker 3: chance to remind people of that as they perhaps see

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Speaker 3: them a bus or train on their way back to

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Speaker 3: work on this Tuesday morning. Now, the first one is

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Speaker 3: a must listen for anyone who wants to brush up

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Speaker 3: on their understanding of tax because it's nearly the end

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Speaker 3: of the financial year.

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Speaker 1: Yeah.

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Speaker 2: I actually think that this is one of my favorite

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Speaker 2: episodes that we have ever done.

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Speaker 3: Wow, you are boring, haha, Well.

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Speaker 2: It was because one part that we had so much

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Speaker 2: feedback on is when you and I explained Sam how

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Speaker 2: tax brackets work. And I think there are a lot

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Speaker 2: of misconceptions around that. I'm sure people listening you've probably

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Speaker 2: heard someone say that you never want to be earning

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Speaker 2: just above a tax bracket because they think that you're

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Speaker 2: going to be taxed way more than if you were

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Speaker 2: just below, and we explain why that is completely wrong.

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Speaker 2: And I don't know if we've ever had so much

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Speaker 2: feedback on a section of the podcast.

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Speaker 3: Interesting. I'll put a link to that episode in today's

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Speaker 3: show notes. I'll also put a link to yesterday's episode,

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Speaker 3: and that's when you and Emma talked about the push

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Speaker 3: to abolish lower pay or junior wages for those between

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Speaker 3: eighteen and twenty, and that's when they're legally paid less

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Speaker 3: than the minimum wage. It is also a must listen episode.

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Speaker 3: There's so much in there that I didn't know, so

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Speaker 3: I'll put those two links in today's show notes. You

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Speaker 3: can also just find them in the podcast feed that

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Speaker 3: you're on right now. Thanks so much for listening with

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Speaker 3: us today. We'll be back again tomorrow.

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Speaker 1: My name is Lily Madden and I'm a proud Aarunda

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Speaker 1: Bunjelung Calcuttin woman from Gadigl Country. The Daily oz acknowledges

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Speaker 1: that this podcast is recorded on the lands of the

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Speaker 1: Gadighl people and pays respect to all all Aboriginal and

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Speaker 1: torrest rate, island and nations. We pay our respects to

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Speaker 1: the first peoples of these countries, both past and present.