"Next Legends" Campaign to Educate Native American Youth About Harms of Vaping

Sunday, 12 June 2022 20:12

"Next Legends" Campaign to Educate Native American Youth About Harms of Vaping Featured

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"Next Legends" Campaign to Educate Native American Youth About Harms of Vaping FDA

The U.S. Food and Drug Administration has announced the launch of the “Next Legends” Youth E-Cigarette Prevention Campaign as part of the agency’s ongoing efforts to protect youth from the dangers of tobacco use. The campaign will educate American Indian/Alaska Native (AI/AN) youth, ages 12-17, about the harms of vaping through unique branding and tailored messaging created to inspire a new generation to live Native strong and vape-free.

Here is a snapshot of facts that guided the campaign development:

  • There are approximately 400,000 Native teens in the U.S.
  • More than half of Native teens are at-risk of using tobacco products, including e-cigarettes
  • Native youth are more likely to use e-cigarettes and almost twice as likely to be frequent users of e-cigarettes than high school students overall with:
    • 47.3% of AI/AN high school students reported past 30-day use of “electronic vapor products”
    • 19.9% of AI/AN high school students reported using electronic vapor products frequently (on 20 or more days in the last 30 days)

“Next Legends” will be communicated to Native youth through culturally-aligned messages on social media sites, streaming and gaming platforms, as well as through billboards and radio to help them make informed decisions about healthy behavior. The ads feature members of the AI/AN community and messaging focused on the negative health consequences and addiction risks of using e-cigarettes, the dangerous mix of chemicals and metals found in them, and how vaping can negatively affect aspects of life that are very important to the community.

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