Lung Foundation
Hard to reach audiences do not respond to generic health messaging. They respond to resonant, authentic language that feels like it belongs in the world they live in. With support from Queensland Health, Lung Foundation Australia commissioned a targeted behaviour change campaign to address vaping among young tradies. Looped-in Founder, Rachel Abad, facilitated audience testing workshops to pressure test creative and messaging before launch and ensure the campaign landed with the people it was built for.
Delivered by Rachel Abad, contracted by Punchy Digital Media.
The project.
The challengeThe campaign needed to cut through with a cohort known to be resistant to traditional health narratives. Messaging had to feel relatable, non preachy, and practical, while still encouraging behaviour change and help seeking through support services like Quitline.
The insightThis was not about telling people vaping is bad for your health. It was about understanding what vaping meant in their context and what would actually shift attention and in turn, shift their motivation and want for change. Testing needed to happen before final creative decisions were locked in, so the campaign could be shaped by the audiences experience on site and with friends and family to visually depict the assets accurately.
The strategic approachTwo online workshops were designed and facilitated using a concept testing approach. Participants were guided through creative and message stimuli and invited to respond candidly, helping identify what resonated, what felt off, and what needed adjusting. Findings were synthesised into clear recommendations to strengthen campaign relevance and behavioural impact.
Who we spoke toQueensland based apprentice tradies aged 18 to 25 through online workshops, including:
Audience testing workshops. Two 60 minute sessions exploring message cut through, tone, language, and creative response.
Real time feedback. Direct reactions to visuals, scripts, and framing to understand credibility and emotional impact.
Barrier and motivator exploration. Discussion prompts designed to surface what drives vaping behaviour and what would support help seeking.
The impactClear direction for the design team and Lung Foundation team on what would land with the intended audience before finalising the assets. The testing improved message relevance, strengthened creative confidence, and ensured the campaign approach was grounded in the realities and motivators of young tradies, not assumptions.
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