Key Takeaways
- The Australian Government and Spotify launched the third phase of the Youth Vaping Education Campaign under the “Buddy Up” theme.
- The new phase focuses on peer support and community-based quitting efforts.
- Spotify said this is the first time DJ X-voiced audio ads have been used for this type of campaign in the JAPAC market.
- The Spotify app now includes a “Buddy Up Stage” feature where users can choose a “Day One” quitting anthem with a friend and access a collaborative playlist.
- The campaign previously ran a first phase in 2024 and a second phase in 2025, focusing on health messaging and motivational playlists.
2Firsts, April 16, 2026
According to mi-3 the Australian Government has partnered with Spotify to launch the third phase of its Youth Vaping Education Campaign under the title “Buddy Up – Make a Pact to Quit Together.”
The third phase focuses on peer support and quitting together
According to the campaign description, this stage places greater emphasis on community-based quitting efforts and encourages young people to try quitting vaping with a friend rather than on their own.
Spotify introduces DJ X-voiced audio ads in JAPAC
The report said this is the first time DJ X-voiced audio ads have been used in the JAPAC market on Spotify for this kind of health campaign. The campaign is designed to deliver health messaging in a more native and non-intrusive format, while avoiding fear-based or stigmatizing communication.
New “Buddy Up Stage” feature is now live in the app
This phase adds a new in-app feature called “Buddy Up Stage,” which is now live on Spotify. Users can choose a friend to “buddy up,” make a pact to quit together, select a “Day One” quitting anthem, and access a collaborative playlist experience.
The campaign has now entered its third year
According to the campaign materials, the first phase launched in 2024 under the title “Vape and You’ll Miss It,” focusing on the relationship between music and the health effects of vaping. The second phase launched in 2025 as “Songs to Help You Stop Vaping,” centered on curated motivational playlists.
Spotify says the campaign is moving toward community participation
Spotify AUNZ Head of Sales Adrian Bingham said the campaign has evolved over the past three years and that the current phase places more emphasis on collaborative playlisting and community-led participation, making the first step toward quitting feel like a shared social action.
The campaign credits list the Department of Health, Disability and Ageing as client, UM as media agency, and MIK as creative agency.
Image source: mi-3
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