What would you give it up for?
Newcastle City Library asked Digital Voice to do what we do best, work with communities to co-produce videos to raise awareness of the health risks of smoking and vaping.
We worked with a group of smokers at the City Library and groups of young people at The Lighthouse Project in Byker and the Bostey in Walker.
The video will be used on various platforms, for example, short bursts on social media, and a longer version to be hosted on a smoking cessation website and to tour around schools in the area and we really hope it will make a difference.
Young Voices Lead the Way in New Smoking Cessation Video Project
A powerful new video project is putting young people at the centre of the conversation around smoking and vaping—using creativity, honesty and lived experience to deliver a message that truly resonates.
Commissioned by Newcastle City Library, the project saw Digital Voice bring together local communities to co-create a series of films aimed at raising awareness of the health risks associated with smoking and vaping.
But this is more than a traditional public health campaign. It’s a project created with young people, not just for them.
Why this video was needed
Despite years of public health messaging, smoking and vaping continue to affect communities—particularly young people who are often targeted by trends, social media influence and misinformation.
Traditional campaigns can sometimes miss the mark, especially with younger audiences who are quick to disengage from messages that feel distant or overly authoritative.
This project responds directly to that challenge.
By involving both current smokers and young people at risk of starting to smoke or vape, it creates space for real conversations—exploring not just the risks, but the reasons people start, the pressures they face, and the realities of trying to quit.
Filming took place with a diverse range of young participants, including a group of smokers aged 16-18 at Newcastle City Library as well as young people from The Lighthouse Project in Byker and The Bostey in Walker.
Together, they helped shape the content, tone and messaging of the video—ensuring it reflects real voices and lived experiences. And as ever, our team ensured they got hands-on with the filming kit, came up with the ideas, had fun and even did a bit of acting.
This co-production approach means the final film doesn’t just talk at young people—it speaks with them, in a way that feels authentic, relatable and honest.
Why co-creation matters
Creating a video with young people, rather than for them, is key to its impact.
When young people are involved in shaping the message:
The content feels more real and trustworthy
It reflects the language, culture and pressures they experience
It encourages peer-to-peer influence, which is often more powerful than top-down messaging
Participants themselves gain confidence, skills and ownership over the message
This approach doesn’t just raise awareness—it builds engagement, understanding and lasting impact.
Designed to reach people where they are
The video has been created with flexibility and reach in mind.
It will be shared in:
Short-form clips on social media—capturing attention quickly and पहुँचing young audiences where they already are
A longer version hosted online—offering deeper insight and support for those considering quitting
School screenings across the region—sparking conversations in classrooms and beyond
This multi-platform approach ensures the message travels further—and meets people at different stages of awareness and readiness to change.
A small film with the power to make a big difference
At its heart, this project is about connection.
By bringing together communities, amplifying real voices and trusting young people to lead the conversation, it creates something far more powerful than a standard campaign.
It offers:
Awareness of the real risks of smoking and vaping
Understanding of the challenges people face
Inspiration to make healthier choices
Access to support and resources for quitting
Most importantly, it shows that change is possible—and that the most effective messages are often the ones that come from within the community itself.
Because when young people help shape the message, others are far more likely to hear it—and act on it.
The video was launched at Newcastle City Library on June 13th