Exploring perceptions of anti-vaping message themes: A qualitative study of Australian adolescents and adults.

Using a stratified focus group methodology, we collected rich and detailed qualitative data on Australians' perceptions of anti-vaping message themes. Themes considered most effective were those that addressed the health harms of vaping, the chemical ingredients in e-cigarettes, social consequences of use and the impacts of dependence. We recommend further work to develop and trial a range of specific anti-vaping messages based on the themes identified as having the most potential. This process should include iterative co-design with the target audience to optimise future health communication campaigns.