Vape to QuitStrong

Vape to QuitStrong is a harm reduction campaign. It is designed to reduce the significant harm that is caused by smoking tobacco. Te Hiringa Hauora has developed the campaign on behalf of the Ministry of Health. It aligns with the Ministry of Health’s position statement on vaping, and its role in contributing to Smokefree 2025.

Vaping can be a way to quit tobacco, as it provides nicotine with fewer of the toxins that come from burning tobacco. While vaping is not harmless, it is considerably less harmful than smoking tobacco.

The Vape to QuitStrong campaign uses a montage of videos from real people supporting someone close to them who is using vaping as a way to quit smoking. The videos are not scripted making them authentic and relatable.

The campaign is supported by the Vaping Facts website. 

Key Messages

Giving up smoking is the best thing you can do to improve your health.
Switching to vaping can help some people quit smoking tobacco.
For more information head to
While vaping is not harmless, it is considerably less harmful than smoking tobacco. As such it is an important way to reduce harm.


The primary audience for this campaign is Māori wāhine who smoke, aged 18 to 34. Māori women have the highest daily smoking rate, at 32%. The secondary audience is Māori and Pasifika men aged 18 to 34 who are regular smokers, followed by the tertiary audience which is all other ethnicities aged 20 to 50 who are regular smokers.

Help spread the word

This campaign is permitted under the Smokefree Environments and Regulated Products Act 1990, section 24(f). Read the public health message issued by the Ministry of Health for the Vaping Facts website here.

Resources are available to promote the campaign in local communities. 


Our position on vaping

The Ministry of Health and Te Hiringa Hauora are supported by a number of other organisations in their position on vaping.

These organisations are:

  • Quitline
  • Hāpai te Hauora
  • Action for Smokefree 2025 (ASH)
  • National Training Service (NTS)
  • New Zealand Medical Association (NZMA)
  • All District Health Boards
  • Pharmacy Guild of New Zealand
  • Heart Foundation
  • New Zealand College of Midwives
  • Parents Centre

What we agree on:

  • The best thing you can do for your health is be smokefree and vape free.
  • Vaping is not for children or young people.
  • Vaping can help some people quit smoking.
  • Vaping is not harmless but it is much less harmful than smoking.
  • Vaping is not for non-smokers.