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. 

• 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.

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.