Educating Nevada’s Teens on the Dangers of Vaping & E-Cigarettes
NTPC has put together a five-part public education campaign, starting with “Behind the Haze NV”, to educate teens and adults about the dangers of vaping and unveil the unethical tactics of the vaping industry. Through these campaign messaging, and statewide partnerships and collaborations, the NTPC’s goal is hopes to reduce the overall use of youth vaping in Nevada.
The 2019 Legislative session passed SB263 requiring vapor products and alternative nicotine products be taxed and regulated as other tobacco, implemented 30% tax of wholesale price for vapor products, penalties for selling to minors including internet sales. The Nevada Youth Anti-Vaping Campaign, a result of appropriation of $2,500,000, was launched in June 2020 to prevent initiation of tobacco use (including emerging products and e-cigarettes) among youth and young adults. This statewide campaign has developed best-practice and evidence-based media messaging to decrease youth initiation and use of e-cigarettes, implement best-practice and evidence-based media messaging.
In Nevada, our teen vaping has risen. There has been a more than 45% increase (between 2017-2019) in teens reporting they have vaped in the last thirty days. In certain parts of Nevada, the vaping prevalence rates are above 36%. Vapes are designed to appeal to children and teens, and are widely available to our youth through family, friends, social media, online and lax vape shop regulations. Peers, role models and influencers have normalized vaping and the smoking culture in Nevada is still strong.
Why It Matters
Teens in Nevada are risking their current and future health by vaping because they do not fully understand the risks of vaping and nicotine addiction. Adults are concerned about teen vaping too. The parents, educators, health officials, leaders, teen mentors and other adults who influence teens need additional help. They need someone to educate them on why vaping is harmful for teens and provide them with the resources to help their teens who are vaping.
What We Are Doing About It
To reduce teen vaping in Nevada , the Nevada Tobacco Prevention Coalition has developed two brands that will reach teens and parents/adult influencers of teens, across the state of Nevada. The goal of these campaigns is to decrease youth initiation and use of e-cigarettes to achieve a tangible reduction in vaping rates across the state, addressing southern, rural, and northern Nevada, through data-driven and evidence-based campaigns developed to fight the vaping epidemic.
In early 2020 campaign researchers assessed more than 320 teens in northern, rural, and southern Nevada. These interviews were specific to messages on vaping prevention, awareness to preferences in ad style, tone, characters, settings, and message framing. Creative concepts were developed on this assessment, agency insight and concepts from NTPC. The team then conducted a total of 24 one-on-one phone interviews to evaluate vaping trends and receptiveness to vape messaging. Quantitative and qualitative data were collected to help cement the campaign strategy that is now Behind the Haze NV and Let’s Talk Vaping.
|Behind the Haze delivers educational content in a relevant and relatable way to teens that exposes the truth about vapes, aimed to increase perception of risk and curb social appeal of vape use. Behind the Haze is a straightforward and reliable source of vaping information for at-risk teens, with ongoing research and message testing has been conducted in numerous states including Nevada, to ensure that the messaging approach and strategy resonates with and engages at-risk teens.||Let’s Talk Vaping delivers a resource that educates parents and other adult influencers on the what’s in vapes, the harms, guides on how to talk to Nevadan teens about vape use and resources for them and their teens on how to stop vaping. Our communications approach is an uncomplicated, straightforward online resource that educates & supports parents about teen vape use. The brand and accompanying campaign are strategically designed to meet Nevada parents where they are seeking out & finding information about parenting teens and youth in their lives.|