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The campaign runs across a variety of media channels commonly visited by our target audience both online and offline from TV commercials, radio, paid digital media banners on sites such as EA Sports, Playwire, Bleacher Report, and Spotify to gaming platforms including Xbox and Playstation to printed paid media displayed in convenience stores and bowling alleys to Minor League Baseball, local sponsorships and events to country music artists via a branded SoundCloud playlist to social media and The Real Cost website which uses geo-targeting technology to reach the target market

DISCUSSION This study has several key findings

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This, coupled with limited regulation of vaping product marketing in the early years of legalisation, has been associated with the rapid growth in vaping product use in Aotearoa New Zealand just after legalisation.[xxii] It has been suggested that the wide variety of flavoured vaping products has played a part in the popularity of safer products in Aotearoa New Zealand,[xxiii] with one cross-sectional study of smokers and former smokers in Aotearoa New Zealand finding the choice and variety of flavours was a primary reason for initiating vaping