But vaping is far from harmless - severe risks include nicotine poisoning, seizures, vomiting and intense anxiety. Without immediate intervention, the vape industry would continue to ensnare a new generation in addiction.

Research showed that despite growing medical evidence, traditional public health campaigns simply weren’t resonating with the youth who needed it most. So we had to find a way to warn Australian youth about the dangers of vaping without feeling patronising and reframe how they perceived it, from a cool and harmless habit to a lame and dangerous behaviour.

As a philanthropic organisation without the usual government red tape, Minderoo challenged us to do it differently. We needed to get the warning out to a hard-to-reach youth audience in a way that felt authentic to their generation - empowering them to confidently say no to vaping.

To cut through, we were going to need to speak to them in the language they understood best - their own. So we recruited Young Australians suffering mental or physical health problems from vaping, to write the warning labels they were never given.

We worked closely with young Aussies impacted by vaping to design hard-hitting warning labels, in the style of iconic anti-cigarette packaging, empowering them to share their stories with peers, and the changemakers in Australian parliament.

The warnings were submitted at UNCLOUD.ORG, a platform for young people to warn others of the horrors of vaping addiction, and learn the truth about vaping in a non-judgmental way.

Over an initial 3 month launch period, this non-traditional approach invited kids to submit their own labels, which exponentially built a bank of powerful vape warnings, written from the heart. Then we amplified those through online film, social, out-of-home, in-venue, and in-gaming advertising in some of Australia's biggest online games. All the places they'd normally see vapes.

Our campaign had to excel where traditional health campaigns from the government fell short and educate Australian youth about the dangers of vaping through a more relatable, peer-to-peer lens, instead of top-down.

To bridge that gap, we explored creative PR tactics to seed our health messages in youth culture by landing in the channels they engage with and care about, from influencers they admire and identify with, to youth media they actually watch and listen to.

The end result was an impactful campaign created by youth, for youth, which started a national conversation about the dangers of vaping.

The warnings were also presented to the Australian Government throughout a series of meetings, letting them hear from the youngest victims of vaping themselves, what they wanted others to know.

Our campaign has generated more than 270 million impressions and counting, with more than 130,000 young Australians actively engaging with the UNCLOUD platform to date, either sharing messages or accessing Quitline as a direct result.

More than 70% of young Australians say the campaign grabbed their attention, and more than 65% took action after seeing the campaign, either starting a conversation with peers, or taking actions to stop vaping for good. The highest results were amongst regular vapers - with 84% taking some action as a result of the campaign.

The Victorian State Government in Australia has since adopted the campaign and its assets, and plans to fund and continue to run it indefinitely due to its success.

Its legislative impact has been immense, playing a role in the formation of Australia's vaping laws, the toughest in the world, but its behaviour-changing impact will continue to be felt for generations to come.