WEBVTT - The new plan to combat vaping

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<v Speaker 1>Already and this is this is the Daily Off. This

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<v Speaker 1>is the Daily OS. Oh, now it makes sense.

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<v Speaker 2>Good morning, and welcome to the Daily OS. It is Tuesday,

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<v Speaker 2>the eleventh of June.

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<v Speaker 1>I'm Billy, I'm Sam.

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<v Speaker 2>Yesterday the federal government launched its first ever nationwide anti

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<v Speaker 2>vaping advertising campaign, called give Up for Good.

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<v Speaker 1>It comes as the number.

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<v Speaker 2>Of people between the ages of eighteen and twenty four

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<v Speaker 2>who vape has quadrupled.

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<v Speaker 1>Since twenty nineteen.

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<v Speaker 2>To target young people, the government will run ads on

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<v Speaker 2>TikTok for the first time. And what's particularly interesting is

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<v Speaker 2>the kind of messaging that the government found was going

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<v Speaker 2>to be most effective towards young people.

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<v Speaker 1>We'll tell you more about that in.

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<v Speaker 2>Today's podcast, but before we get there, Sam, what is

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<v Speaker 2>making headlines today?

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<v Speaker 3>French President Emmanuel Macron has called a snap national election

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<v Speaker 3>to be held on the thirtieth of June, only hours

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<v Speaker 3>after the far right party, led by his main rival

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<v Speaker 3>Marine la Penn, delivered a stronger than expected result in

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<v Speaker 3>the European Parliament elections. Appearing in a televised address, Macron

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<v Speaker 3>announced the dissolution of parliament and told voters France needs

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<v Speaker 3>a clear majority in serenity and harmony. A result will

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<v Speaker 3>be delivered to the French public before the start of

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<v Speaker 3>the Olympics. They kick off on the twenty sixth of July.

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<v Speaker 2>Consumers have been told not to panic buy eggs after

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<v Speaker 2>Cole's placed a limit on how many cardens a single

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

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<v Speaker 2>so consumers don't need to stock up and there are

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<v Speaker 2>still some very good supplies. Coles announced the limit of

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<v Speaker 2>two egg cardons per customer excluding Western Australia, after bird

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<v Speaker 2>flu was found at a fifth poultry farm in Victoria.

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<v Speaker 2>Agriculture Victoria has assured customers that eggs and poultry products

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<v Speaker 2>from supermarkets are safe to consume.

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<v Speaker 3>New South Wales police have seized more than two million

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

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<v Speaker 3>be talking more about them today. During three separate routine

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<v Speaker 3>traffic stops in the state. On Saturday afternoon, a car

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<v Speaker 3>was stopped and searched, leading to the discovery of over

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<v Speaker 3>twenty three hundred vapes and one hundred and forty two

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<v Speaker 3>thousand dollars in cash. On Sunday morning, a thirty five

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<v Speaker 3>year old woman was found in possession of over one

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<v Speaker 3>point one million dollars in cigarettes and tobacco, followed by

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<v Speaker 3>yet another discovery on Sunday afternoon of six hundred and

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<v Speaker 3>fifteen thousand dollars worth of cigarettes.

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<v Speaker 2>And Today's good News. The annual Big Freeze fundraisers that

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<v Speaker 2>accompanies the King's Birthday AFL matches between Collingwood and Melbourne

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<v Speaker 2>has celebrated its tenth year, raising tens of millions over

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<v Speaker 2>the decade for research into the causes and treatment of

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<v Speaker 2>motor neuron disease, also known as MND. The organization was

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<v Speaker 2>established in twenty fourteen by legendary AFL player and coach

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<v Speaker 2>Neil Danaher, who was diagnosed with MND in twenty thirteen.

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<v Speaker 2>To mark the day, nine Australian celebrities subjected themselves to

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<v Speaker 2>a water slide into an ice bath in front of

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<v Speaker 2>oz ninety thousand fans at the MCG now sixty three.

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<v Speaker 2>Danaher was in attendance to watch the event.

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

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<v Speaker 3>we get into what sort of slogans they're using, why

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<v Speaker 3>those slogans made it in why don't we go back

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<v Speaker 3>and just establish that vaping is extremely popular amongst young people.

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<v Speaker 3>We've done a lot of journalism on this, give me

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<v Speaker 3>a sense of how popular it really is.

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<v Speaker 2>I actually remember the first time I came to the

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<v Speaker 2>Daily Ohs and I said to you, guys, vaping is everywhere,

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

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<v Speaker 2>but now it's undeniable.

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<v Speaker 1>You see it everywhere you go.

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<v Speaker 2>So government data suggests that about three point three million

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<v Speaker 2>Australians vaped or smoked in twenty twenty two or both.

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<v Speaker 2>And according to the Australian Institute of Health and Welfare,

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<v Speaker 2>which is also official government data, people aged between eighteen

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<v Speaker 2>and twenty four are the most likely to vape den

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<v Speaker 2>And like I said in the intro, the number of

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<v Speaker 2>people in this age group who vape has quadrupled since

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<v Speaker 2>twenty nineteen. So just in the last five years, this

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

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<v Speaker 2>the first generation to see an increase in nicotine use

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<v Speaker 2>since the early nineteen nineties, so we're really going against

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<v Speaker 2>this long downward.

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<v Speaker 3>Trend, a trend. Interestingly that the government has poured hundreds

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<v Speaker 3>of millions of dollars into in previous campaigns.

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<v Speaker 2>Yeah, and more specifically, data suggests that vaping is more

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<v Speaker 2>common in young females than in young males, which I

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<v Speaker 2>didn't know.

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<v Speaker 1>I thought that was quite interesting.

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<v Speaker 2>And one other interesting thing is that in terms of

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<v Speaker 2>the differences between those who vape and those who smoke,

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<v Speaker 2>data tells us that people living in the highest socioeconomic

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<v Speaker 2>areas are the most likely to vape but not smoke,

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<v Speaker 2>and it is the exact opposite for smoking, where the

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<v Speaker 2>people living in the lowest socioeconomic areas are the most

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<v Speaker 2>likely to smoke but not vape.

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<v Speaker 3>And it's really interesting that kind of socioeconomic but wherever

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<v Speaker 3>you are, smoking or vaping is a big issue for

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<v Speaker 3>young people. So the government come out they launch this

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<v Speaker 3>big advertising campaign yesterday to combat it. Tell me about

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<v Speaker 3>the campaign.

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<v Speaker 2>So it's called give Up for Good and it is

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

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<v Speaker 2>There are a number of first here. So it is

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<v Speaker 2>the first time an Australian government has advertised about the

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<v Speaker 2>risks and harms of vaping. It's also the first time

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<v Speaker 2>in nearly a decade that there has been a population

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<v Speaker 2>wide smoking campaign.

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<v Speaker 3>So opposed to like state by state campaigns.

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<v Speaker 2>Yeah, or focused on certain demographics. It's focused on everywhere

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<v Speaker 2>this time. And it's also the first time that TikTok

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<v Speaker 2>will be used in an Australian government campaign. And the

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<v Speaker 2>government has also identified four key target groups. So the

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<v Speaker 2>first one is young people who vape, the second is

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<v Speaker 2>adults who vape, the third is adults who smoke, and

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<v Speaker 2>the final one is First Nations adults who smoke. Now,

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<v Speaker 2>for the purposes of this episode, we are just going

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<v Speaker 2>to focus on the first section, which is young people

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<v Speaker 2>who vape.

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<v Speaker 3>We could almost do a whole episode on each of those.

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<v Speaker 2>Yeah, And interestingly the campaigns are really different, but obviously

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<v Speaker 2>the Delias focuses mostly on young people. And what I

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<v Speaker 2>found super interesting is what the government said about how

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

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<v Speaker 2>I just first want to run a test. What do

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<v Speaker 2>you think of when you think of traditional nicotine ads?

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<v Speaker 3>So I think firstly of the imagery that goes on

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<v Speaker 3>packets of cigarettes. Is that really kind of stark imagery

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<v Speaker 3>of people hooked up to tubes or they've got disfigured

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<v Speaker 3>body parts, all that kind of stuff.

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<v Speaker 1>Blacktoes.

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<v Speaker 3>Yeah. But then the other campaign I really remember is

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<v Speaker 3>the one where a sponge was squeezed and black tar

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<v Speaker 3>came out of that sponge, and it was meant to

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<v Speaker 3>show you what was happening to your lungs if you smoked.

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<v Speaker 3>I really remember that from kind of broadcast television.

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<v Speaker 1>Yeah.

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<v Speaker 2>So ads have traditionally gone very hard on the health

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<v Speaker 2>impacts and showing just how bad your health can get

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<v Speaker 2>if you regularly, and that clearly worked for a time.

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<v Speaker 2>You know, we've seen smoking rates have decreased significantly compared

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<v Speaker 2>to decades ago. But what the government found now is

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<v Speaker 2>that there is quite a bit of fatigue around that messaging. Essentially,

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<v Speaker 2>it's not as shocking as it once was, which makes

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<v Speaker 2>sense when it has been around for decades now. And

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<v Speaker 2>so what they did is they ran focus groups to

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<v Speaker 2>understand what would be effective in convincing young people to

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<v Speaker 2>quit vaping. And what they found was that focusing on

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<v Speaker 2>those messages of traditional health harms wasn't going to be

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<v Speaker 2>as effective as focusing on things like addiction and loss

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<v Speaker 2>of control and the impact on one's mental health and

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<v Speaker 2>social isolation. They were found to be a lot more

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<v Speaker 2>effective than traditional health messaging.

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<v Speaker 3>And you know what's really interesting about that is we

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<v Speaker 3>covered the new betting campaign for the Australian government last

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

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<v Speaker 3>of social isolation, of the social impact of what you're doing.

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<v Speaker 3>That's clearly strike a nerve with people exactly.

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<v Speaker 2>And in a press conference yesterday Federal Health Minister Mark

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<v Speaker 2>Butler explained a little more about this. He said, quote,

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<v Speaker 2>young people are often quite shocked if they start vaping

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<v Speaker 2>because of a bit of peer group pressure, and then

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<v Speaker 2>they're shocked by the time they realize that they're addicted.

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<v Speaker 2>They're really struggling with this and that is the focus

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<v Speaker 2>of these ads.

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<v Speaker 3>Really interesting and so that building on an already existing

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<v Speaker 3>influencer campaign, right.

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<v Speaker 2>Yeah, So it follows the first phase of an influencer

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<v Speaker 2>led anti vaping campaign that launched earlier this year.

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<v Speaker 1>You might remember it.

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<v Speaker 2>We definitely covered it on the Daily OHS and it

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<v Speaker 2>included people like cricketer Lise Perry, Olympic diver Sam Fricka

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<v Speaker 2>who was very big on TikTok, definitely on my for

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<v Speaker 2>you page, and content creator Ella Watkins. Now, yesterday the

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<v Speaker 2>government also gave us some data on how effective that

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<v Speaker 2>campaign has been, and they said that the influencer content

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<v Speaker 2>has been viewed nearly eight million times across ten videos

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<v Speaker 2>and posts, with nearly six hundred and eighteen thousand and

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<v Speaker 2>likes and more than nine hundred comments. And yesterday, during

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<v Speaker 2>that press conference I mentioned earlier, Butler was asked if

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<v Speaker 2>tax payers got their value for.

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<v Speaker 1>Money out of that campaign.

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<v Speaker 3>Interesting question.

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<v Speaker 2>Yeah, I think that there is some hesitation about whether

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<v Speaker 2>the government should be focusing on TikTok as a platform

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<v Speaker 2>to spread their ads. But Butler said, quote, this is

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<v Speaker 2>the space that young people are getting their information from. Frankly,

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<v Speaker 2>those are the people young people are listening to, not

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<v Speaker 2>me so much, unfortunately.

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<v Speaker 3>And there's a kind of an error of disappointment in

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<v Speaker 3>that state. I like that the federal Health Minister standing

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

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<v Speaker 3>But that itself is probably not a particularly new idea,

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<v Speaker 3>and he's probably just conceding the state of play. Now.

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<v Speaker 3>We know that advertising can make a difference, but the

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<v Speaker 3>other thing that can make a difference to rates of

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<v Speaker 3>vaping and smoking is the law, right.

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<v Speaker 1>Yeah, exactly.

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<v Speaker 2>You might remember at the start of this year that

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<v Speaker 2>new laws banning the import of all disposable vapes aim

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<v Speaker 2>into effect. And that word disposable is important because now

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<v Speaker 2>there is further legislation currently before Parliament to ban the importation, manufacture,

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<v Speaker 2>supply and commercial possession of all non therapeutic vapes, so

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<v Speaker 2>not just disposable ones, but reusable ones as well that

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<v Speaker 2>are non therapeutic. Now, therapeutic vapes is important to note.

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<v Speaker 2>Purchase through a pharmacy would still be permitted in Australia,

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<v Speaker 2>so if you have a prescription for a vape, you

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<v Speaker 2>can still access it through that way, but really cracking

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<v Speaker 2>down on kind of the black market of vapes in Australia. Now,

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<v Speaker 2>this bill is due to be voted at the end

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

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<v Speaker 2>to be voted at the end of June, and it's

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<v Speaker 2>due to come into effect from the first of July.

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<v Speaker 2>So that timing is important because it's really coming down

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<v Speaker 2>to the last minute.

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<v Speaker 3>Billy, before we close out this episode. Has there been

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<v Speaker 3>any negative criticism of this campaign? I know it only

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

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<v Speaker 3>from the opposition?

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<v Speaker 2>Yeah, so it did only come out yesterday, But I

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<v Speaker 2>did reach out to the shadow Health Minister who is Rustin,

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<v Speaker 2>and her office got back to me basically saying that

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<v Speaker 2>advertising is great and is important, but what's more important

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<v Speaker 2>is effective enforcement and making sure that these laws that

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<v Speaker 2>they are introducing are actually.

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<v Speaker 1>Being enforced in practice.

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<v Speaker 2>And as we know, vapes are so readily accessible at

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<v Speaker 2>the moment for.

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<v Speaker 3>Young people and even the disposable ones that are supposedly banned.

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<v Speaker 2>Exactly, and so they say that there needs to be

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<v Speaker 2>more effective enforcement efforts to really combat this rise. In

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<v Speaker 2>terms of other criticism, I have seen some commentary online

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<v Speaker 2>about the cost.

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<v Speaker 1>Of this campaign.

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<v Speaker 3>How much was it?

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<v Speaker 2>So it's sixty five million dollars and it will be

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<v Speaker 2>in place from now until the end of twenty twenty four,

0:11:41.200 --> 0:11:44.160
<v Speaker 2>So that's sixty five million dollars over six months. And

0:11:44.240 --> 0:11:46.200
<v Speaker 2>I'm sure at the end of that six months will

0:11:46.200 --> 0:11:49.199
<v Speaker 2>have more of an understanding of how effective this has

0:11:49.240 --> 0:11:51.640
<v Speaker 2>been and if it is going to result in a

0:11:51.720 --> 0:11:54.360
<v Speaker 2>decrease in how many young people are vaping at the moment.

0:11:55.040 --> 0:11:56.760
<v Speaker 3>Thank you so much for explaining that, Billy. It's going

0:11:56.800 --> 0:11:59.280
<v Speaker 3>to be super interesting to see how effective these campaigns

0:11:59.400 --> 0:12:01.640
<v Speaker 3>are over the next six months and whether that sixty

0:12:01.640 --> 0:12:04.760
<v Speaker 3>five million, and the messaging, the unique social messaging is

0:12:04.800 --> 0:12:07.800
<v Speaker 3>going to move the dial on vaping and smoking in Australia.

0:12:07.840 --> 0:12:09.640
<v Speaker 3>If you want to watch the ad. We put a

0:12:09.679 --> 0:12:12.080
<v Speaker 3>post up about this story yesterday and one of the

0:12:12.120 --> 0:12:14.640
<v Speaker 3>slides of the post is the little ad spot that's

0:12:14.679 --> 0:12:17.400
<v Speaker 3>been released. Now before we go, we've just come off

0:12:17.480 --> 0:12:19.880
<v Speaker 3>a long weekend, but Billy, you and I didn't take

0:12:19.920 --> 0:12:23.720
<v Speaker 3>a break. We published two episodes, two more podcast episodes

0:12:23.760 --> 0:12:25.440
<v Speaker 3>over the break, and I thought this was a good

0:12:25.520 --> 0:12:27.720
<v Speaker 3>chance to remind people of that as they perhaps see

0:12:27.800 --> 0:12:29.360
<v Speaker 3>them a bus or train on their way back to

0:12:29.400 --> 0:12:32.320
<v Speaker 3>work on this Tuesday morning. Now, the first one is

0:12:32.360 --> 0:12:34.880
<v Speaker 3>a must listen for anyone who wants to brush up

0:12:34.920 --> 0:12:37.760
<v Speaker 3>on their understanding of tax because it's nearly the end

0:12:37.800 --> 0:12:38.720
<v Speaker 3>of the financial year.

0:12:38.880 --> 0:12:39.120
<v Speaker 1>Yeah.

0:12:39.200 --> 0:12:41.160
<v Speaker 2>I actually think that this is one of my favorite

0:12:41.200 --> 0:12:43.000
<v Speaker 2>episodes that we have ever done.

0:12:43.120 --> 0:12:46.679
<v Speaker 3>Wow, you are boring, haha, Well.

0:12:46.520 --> 0:12:49.280
<v Speaker 2>It was because one part that we had so much

0:12:49.320 --> 0:12:52.640
<v Speaker 2>feedback on is when you and I explained Sam how

0:12:52.800 --> 0:12:55.000
<v Speaker 2>tax brackets work. And I think there are a lot

0:12:55.040 --> 0:12:58.720
<v Speaker 2>of misconceptions around that. I'm sure people listening you've probably

0:12:58.760 --> 0:13:01.440
<v Speaker 2>heard someone say that you never want to be earning

0:13:01.559 --> 0:13:03.920
<v Speaker 2>just above a tax bracket because they think that you're

0:13:03.920 --> 0:13:06.040
<v Speaker 2>going to be taxed way more than if you were

0:13:06.200 --> 0:13:09.840
<v Speaker 2>just below, and we explain why that is completely wrong.

0:13:09.880 --> 0:13:11.440
<v Speaker 2>And I don't know if we've ever had so much

0:13:11.440 --> 0:13:13.480
<v Speaker 2>feedback on a section of the podcast.

0:13:13.640 --> 0:13:16.559
<v Speaker 3>Interesting. I'll put a link to that episode in today's

0:13:16.600 --> 0:13:19.800
<v Speaker 3>show notes. I'll also put a link to yesterday's episode,

0:13:19.880 --> 0:13:22.880
<v Speaker 3>and that's when you and Emma talked about the push

0:13:22.920 --> 0:13:26.000
<v Speaker 3>to abolish lower pay or junior wages for those between

0:13:26.080 --> 0:13:29.160
<v Speaker 3>eighteen and twenty, and that's when they're legally paid less

0:13:29.160 --> 0:13:32.679
<v Speaker 3>than the minimum wage. It is also a must listen episode.

0:13:32.880 --> 0:13:35.120
<v Speaker 3>There's so much in there that I didn't know, so

0:13:35.120 --> 0:13:37.480
<v Speaker 3>I'll put those two links in today's show notes. You

0:13:37.480 --> 0:13:39.400
<v Speaker 3>can also just find them in the podcast feed that

0:13:39.440 --> 0:13:41.600
<v Speaker 3>you're on right now. Thanks so much for listening with

0:13:41.679 --> 0:13:43.640
<v Speaker 3>us today. We'll be back again tomorrow.

0:13:48.280 --> 0:13:50.559
<v Speaker 1>My name is Lily Madden and I'm a proud Aarunda

0:13:50.800 --> 0:13:55.599
<v Speaker 1>Bunjelung Calcuttin woman from Gadigl Country. The Daily oz acknowledges

0:13:55.679 --> 0:13:57.839
<v Speaker 1>that this podcast is recorded on the lands of the

0:13:57.880 --> 0:14:01.120
<v Speaker 1>Gadighl people and pays respect to all all Aboriginal and

0:14:01.160 --> 0:14:04.200
<v Speaker 1>torrest rate, island and nations. We pay our respects to

0:14:04.280 --> 0:14:07.160
<v Speaker 1>the first peoples of these countries, both past and present.