University of Melbourne
If you want to shift behaviour, you have to start with what people actually think, feel, and do. In collaboration with the Ellis Jones research team (including Looped-in Founder, Rachel Abad) and the Melbourne Centre for Behaviour Change at The University of Melbourne, a research initiative was undertaken exploring perceptions of vaping among adults and young people. The work focused on uncovering the motivations, barriers, and social dynamics that shape vaping behaviours, to inform more effective public health communications.
Delivered by Rachel Abad, as the Associate Director at Ellis Jones.
The project.
The challengeThe initiative sought to uncover the drivers shaping vaping uptake and perceptions across different groups, with the aim of reducing associated health risks. The work needed to move beyond assumptions and surface the real influences behind vaping behaviours, including social norms, identity, stress, curiosity, and perceived harm.
The insightA common assumption in this space is that fear and shame are the strongest levers for behaviour change, built on decades of anti-smoking campaigns that lead with negative consequences. But the research showed that focusing on the negative was not what created motivation or momentum. What cut through was a future-focused frame. The benefits of life after quitting, what people could gain, how they wanted to feel, and who they wanted to be without vaping. That shift in lens mattered, because it pointed to communications that build agency and hope, not just discomfort.The strategic approach
Co-design and behavioural frameworks guided session design and facilitation, ensuring the research captured both surface perceptions and deeper drivers. Insights were synthesised into clear, usable findings that could inform campaign direction, message framing, and intervention strategies grounded in real lived experience.
The strategic approachCommunity participants across age groups through co-design sessions and facilitated discussions, including:
3 x Co-design sessions. Facilitated workshops engaging participants in open discussion about perceptions, motivations, and lived experience related to vaping. Guided activities designed to surface underlying drivers, social norms, and emotional responses influencing vaping behaviours.
The impactA rich evidence base built from lived experience, supporting the development of future communications and behaviour change approaches. The work strengthened understanding of vaping behaviours through qualitative insight that could be translated into practical, audience-led intervention design.
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If you’re building something purpose-led and want to move from opinions to evidence, you’re in the right place. Whether you need audience insight, communications support, or a strategic brain in your corner, Looped-in helps you make decisions informed by the people you serve.