2022 Brief:
Cancer Institue, NSW

Partner: Bastion, Sydney

Bastion and their client, Cancer Institute NSW, presented the 2022 Capstone Challenge – a behaviour change brief. Students were given the task of coming up with a campaign to address the ever-increasing issue of vaping among young people. 

Brief Objectives

  • Encourage Australians who currently vape to quit.
  • Reduce the amount of young people taking up e-cigarettes
  • Discourage overall e-cigarette use among 14-24 year olds within NSW.

Winning Pitch

The winning pitch from the Swinburne University of Technology presented their big idea ‘Why I won’t’, an emotional campaign that shares real stories from real young people that explain why they won’t use e-cigarettes.

Winning Team 

Team Name Brella Creative
Student Names Alicia Henry, Chelsea Knight, Linda Montealegre, Emma Rutherford, Alex Tink & Adriana Yung
University The Swinburne University of Technology