This initiative is organised by the UK Vaping Industry Association (UKVIA), and the face of the campaign is renowned TV personality, Dr Christian Jessen. “This will be the largest campaign ever run by the vaping industry and reflects how far the sector has come in a relatively short period of time,” said UKVIA director John Dunne on its launch last year.
“The challenge for the industry, government and the public health community is to get across the message that e-cigarettes are a very small risk compared to smoking and that nearly 3m smokers are now vaping, with a significant number having switched over altogether. VApril aims to be the starting point for more smokers to quit their habit,” added Dunne.
Earlier this month, the New Nicotine Alliance (NNA) released a statement saying that it was consulted on the initiative in the months leading up to the launch and wrote the campaign’s “switch on to vaping plan” which the website describes as “written by vapers for smokers”.
Why this stop-smoking campaign works
The NNA’s contribution offers hints and tips from personal experiences in switching and the organization believes that this input is beneficial to smokers trying to quit. While traditional campaigns aimed at smokers tend to focus on nicotine abstinence and nicotine replacement therapy as the only options, the VApril campaign suggests a smoother and enjoyable switch since vaping mimics the motion of smoking.
“As former smokers ourselves, we recognise this and know that reduced risk products can help smokers switch because they can replicate many of the cues of smoking and provide much of the pleasure too, over time. The pleasure aspect is something very much overlooked by most public health bodies – irrespective of whether they support vaping or not – but something that we at the NNA have been emphasising for some considerable time.”