Exploring Perceptions of Anti-vaping Message Themes: A Qualitative Study of Australian Adolescents and Adults

Using a stratified FG methodology, we collected rich and detailed qualitative data on Australians' perceptions of anti-vaping message themes. The themes considered most effective were those that addressed the health harms of vaping, the chemical ingredients in e-cigarettes, the 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 optimize future health communication campaigns.