VApril, the largest education campaign for smokers considering switching to vaping to help them

VApril, the largest education campaign for smokers considering switching to vaping to help them quit conventional cigarettes, has completed its fifth year successfully.

This year’s campaign, which is now rolled out across the world, kicked off with a Vaping Masterclass for adult smokers which involved leading lights of the vaping sector and health and smoking cessation experts providing advice for smokers looking to quit through vaping.

For the first time the VApril initiative involved a paid for social media campaign which has featured Scotsman Bill talking about his life changing experience after transitioning from smoking to vaping; an animated expert guide highlighting how smokers can successfully switch from conventional to e-cigarettes successfully; and Dr Anita Sharma putting the record straight on common concerns that smokers have about vaping.

To date the paid for promotions have generated over 100,000 views of which over 25% (28,000) were of at least 15 seconds. Over 65s and women were the groups viewing the promotions the most. New users to the VApril website were up 70% year on year whilst all users were up 66% year on year. Some 150 members and other vape businesses and trade organisation across the world downloaded the campaign’s marketing assets.

During the month a parliamentary reception was held to mark VApril month and guests, including parliamentarians, industry representatives, think tanks, research specialists and smoking cessation experts heard from Mark Pawsey MP, Chair of the All-Party Parliamentary Group for Vaping and John Dunne, Director General of the UK Vaping Industry Association.