When towards the end of 2018, the US FDA released the infamous statements about the alleged alarming rise in youth vaping, Canada who always seems to be a step ahead of the US in relation to harm reduction, seemed unfazed by the FDA’s actions. Health Canada spokesperson Anna Maddison had explained that current Canadian regulations already restricted “the promotion of vaping products with candy and dessert flavours, such as crème brûlée and blueberry cake.”
The campaign will feature both paid ads and hands-on learning events in high schools and community venues, targeting adolescents between the ages of 13 and 18, and social media influencers will also be involved to help reach parents and teens alike.
“Canada has established a strong regulatory framework for vaping products, with a focus on preventing uptake by youth and non-smokers,” said Maddison at the time. Additionally, she continued, Canada was about to introduce an educational campaign about vaping targeted at teens.
“In addition to enforcing regulations that prohibit the sale of vaping products to people under age 18 the Government of Canada will soon be introducing a new public education campaign to increase awareness about the harms and risks associated with vaping product use among youth aged 13 to 18.”
“The campaign will also equip parents and other trusted adults with tools and resources to support conversations and discussions about the health risks of vaping products for this age group,” concluded Maddison.
The first phase aims to educate parents
And in line with the above, Health Canada has just launched the first phase of the multi-phase campaign, which at this point features paid and social media ads urging parents to start discussing vaping health risks with their kids.
“The vaping market is evolving rapidly, with the regular introduction of new products into Canada,” Durette said in a statement outlining the planned campaign. “We are aware of both anecdotal information and unpublished research showing increases in the rate at which Canadian youth are trying and using vaping products.”
The second phase of the campaign will be aimed directly at teens
Durette added that the next step of the campaign, set to launch next month, is aimed directly at the teens themselves. She explained that it will feature both paid ads and hands-on learning events in high schools and community venues targeting adolescents between the ages of 13 and 18. Social media influencers will also be involved to help reach parents and teens alike, she said.
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