Meet the team

Action on Recreational Vaping is run by Director Hilary Sutcliffe and Executive Joe Woof 


  • Director

    My focus over the last 20 years with SocietyInside has been on exploring the concept and practice of Responsible Innovation – innovation which works for people and planet without causing more problems than it solves.

    I have worked in many technology areas including AI, data and digital responsibility, Internet of Things, self-driving cars, nanotech and advanced materials, synthetic biology & gene editing, industrial biotech, nanotech, neurotech, quantum tech, robotics, food irradiation and high-tech food innovation and most recently vaping and our new project on The Addiction Economy.

    To see more check out www.societyinside.com

Joe Woof


  • Executive

    I recently joined SocietyInside to focus on this project. I created the short film The Vaping Dilemma to highlight how vaping was viewed by young people and focus attention on recreational vaping as a separate problem from helping smokers quit.

    I am also working with Hilary on The Addiction Economy initiative – which explores how these addiction maximising techniques and predatory business models have been employed by many sectors – tobacco, opioids, social media, gambling, computer games and now vaping and their impact on individuals and society.

    I completed my BA in Geography from Newcastle University where I my dissertation focused on understanding ‘Why young people don’t change their behaviour when they find out about the damaging effects of social media” and a Master's Degree in Science Communication at UCL where my dissertation was on recreational vaping and young people.