Government and Spotify team up for anti-vaping push

The Australian Government has partnered with Spotify to launch the next phase of its anti-vaping campaign, shifting from awareness to a community-led approach to help young Australians quit.

The latest phase, titled ‘Buddy Up – Make a Pact to Quit Together’, centres on social accountability, encouraging users to commit to quitting alongside a friend.

From education to action

The campaign marks the third phase of the long-running initiative, evolving from education and support into a more participatory model.

It builds on the insight that many young people already want to quit vaping, but are more likely to succeed with peer support.

Platform-first execution

The rollout also introduces the first use of DJ X-voiced audio ads in the JAPAC region, delivering messaging through Spotify’s AI-powered DJ voice in a native, non-intrusive format.

The integration is designed to align with how younger audiences consume content, embedding health messaging directly into the listening experience.

How ‘Buddy Up’ works

The in-app experience allows users to:

• Choose a friend and make a shared commitment to quit
• Select a “Day One” quitting anthem
• Contribute to a collaborative playlist featuring tracks chosen by others on the same journey

These selections feed into a dynamic playlist, creating a collective soundtrack for users aiming to go vape-free.

Culture-first approach

Since launching in 2024, the campaign has deliberately avoided fear-based messaging, instead focusing on music, culture and empowerment.

Earlier phases included ‘Vape and You’ll Miss It’, which highlighted the physical impact of vaping, and ‘Songs to Help You Stop Vaping’, which positioned music as a support tool in quitting.

Head of Sales AUNZ Adrian Bingham said the campaign demonstrates the platform’s role as a cultural connector.

“We’re facilitating a community-led movement through collaborative playlisting that makes the first step towards quitting feel like a shared social win,” he said.

"Spotify is proud to support the Australian Government’s Youth Vaping Education Campaign to protect young people from the harms of vaping, while also supporting them to quit.”

Creative Credits:

Client: Department of Health, Disability and Ageing

Media Agency: UM

Creative Agency: MIK

Platform: Spotify

Main image: Spotify Australia

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