BACKGROUND AND IMPLEMENTATION CHALLENGES: Despite Singapore's total ban on e-cigarettes (vape), adoption among youth has risen, driven by emerging but incomplete evidence of harms, counter-narratives from the tobacco industry, and the pervasive influence of social media. These challenges underscore the urgent need for innovative and targeted strategies to reshape societal norms and behaviours.
INTERVENTION OR RESPONSE: Our approach prioritises protecting children and youth through creative, relatable content, curriculum enhancements in schools, and strategically embedding anti-vaping messages into their daily routines. These interventions amplify prevention efforts while offering support for those already engaged in vaping through youth-centric counselling services. For example, schools have introduced tailored anti-vaping programmes, during assembly, physical education sessions, and into project work. Key community spaces—such as sports centres, malls, transportation hubs, and youth hangouts—also prominently feature our vape-free campaigns.
In parallel, we have strengthened the capacity of our tobacco programme team through studies, behavioural surveys, and sense-making workshops. Insights gained have refined our campaigns, ensuring they remain relevant and responsive to emerging trends. Surveys reveal that while youth are generally aware of vaping’s illegality, 55% still perceive it as socially acceptable—a key barrier to effective intervention.
RESULTS AND IMPACT: After 18 months, our efforts as part of the whole-of-government concerted approach including stepping up enforcement and amplifying public education, have led to a 25% reduction in e-cigarette use among school-aged youth. Public perception surveys also reported a 12% increase in awareness of vaping harms, demonstrating progress but underscoring the persistence of societal tolerance.
CONCLUSIONS: Building on this momentum, we are expanding efforts to engage the wider community in reshaping social norms. This includes reaching young adults beyond schools and mobilising the medical ecosystem to deliver tiered and tailored cessation support. These measures aim to strengthen Singapore’s anti-vaping strategy, driving sustained reductions in youth adoption and a decisive shift in societal attitudes towards e-cigarettes