Ryan Park

So whilst the campaign is important, I think the

fundamentally what we need to do is make sure those conversations are happening, particularly in young persons' lives.

Now, that can either be with parents or carers.

It can be with friends.

It can be through the channels and media channels that they're accessing, things like this podcast, things like what they're doing on YouTube, things like that, where we need to make sure

The messaging is getting to where they are and not trying to define or create a campaign that is perhaps old school in nature.

What we need to try and do is make sure those messages are getting it into a way in which they're consuming their news and consuming their information.

For me, that's really, really important.

My son is 15.

He doesn't consume newspapers.

He doesn't consume TV.

but everything on TikTok or everything on YouTube is factual in their world.

Now, I know that's not right, but that's where you've got to meet them at because that's where they're engaging and that's where they're consuming their information.

Yeah, I think it's worth having a look at, without a doubt.

I think this is an issue that's probably not got on top of us, but to be honest, we probably haven't moved as far as what we did back then in the 80s and 90s.

I think it's certainly worth having a look at.

What we need to do is make sure that it meets at where young people are and it's consumed in a way that works.

That's where we, I think, have been very successful in

Relation to what we've done around vaping, we've demonstrated that our campaigns in vaping have been created by young people for young people.

It hasn't been imposed on them by adults.