UK campaign names VApril as the month for smokers to switch

A vaping awareness and education campaign has been launched by the UK Vaping Industry Association (UKVIA).

VApril, which will take place over the month of April, aims to convince smokers to switch to e-cigarettes through a special education guide as well as vaping masterclasses. It has been described by the UKVIA as the largest campaign ever run by the industry itself.

The campaign is fronted by Dr Christian Jessen, a writer and TV celebrity best known as the presenter of two long-running British TV series, Embarrassing Bodies and Supersize vs Superskinny.

“Already some 1.5m British vapers have given up smoking altogether, but more education is needed to ensure this figure keeps growing,” Jessen said. “Furthermore, more than half of the population don’t realise that vaping is a fraction of the risk of smoking.”