Vaping has coming a long way since the e-cigarette was invented in 2003; the global market for related products was worth $6 billion in 2015 and is set to reach $50 billion by 2025. But who are the people driving this growth and how have they built a community around an anti-smoking aid?

Quitting smoking can be a lonely process; it’s why support groups for kicking the habit exist. Ireland’s QUIT initiative launched an ad that tapped into this feeling, and it was so successful, it’s been picked up in the US – demonstrating the universal nature of the language and emotions around health.

Anti-smoking ads often use fear-tactics to encourage quitting. ‘The Reasons’ is a campaign by Tobacco Free Florida, that takes a different approach. By portraying smokers in a way that doesn't hold their habit in contempt, it empathises with the reasons they smoke – and want to quit.

Changing social attitudes and a growing awareness of the negative health effects mean that smoking isn't cool anymore. Yet while 68% of smokers want to give up, just 3% manage to quit for good. Quit Genius is helping people break the habit by combining nicotine replacements with CBT via an app.