The campaign was based on the following facts: Dropped cigarette butts are the most common form of littering, found on 79% of the 7,200 sites surveyed as part of the Local Environment Quality Survey of England 2017/18
As you transition away from nicotine, structure becomes key
From interviews conducted over the last year with 7,413 people living in Ireland aged 15 or older, one quarter of Irish people aged between 25 and 34 have tried vaping, with 8% eight per cent of that age cohort being current users.
"Electronic nicotine delivery systems" (PDF)
There are many different brands of vape devices on the market, different types of vape juices (correction, it's more accurately referred to as vape juices rather than juices), and the habits of different users are vastly different, all of which can play a large part in determining the equivalence of vape devices to cigarettes