Partnership between health organizations and the Repense agency launches warning about the dangers of electronic cigarettes.
With the aim of providing reliable and conflict-free information about Electronic Smoking Devices (DEFs), ACT Promoção da Sade and Vital Strategies, in partnership with the Brazilian Institute for Consumer Protection Idec, the Cancer Foundation, the Brazilian Association for the Study of Alcohol and Other Drugs ABEAD, and the Brazilian Society of Pulmonology and Phthisiology SBPT, launch the #CancelaOVape campaign. Developed by the agency Think again, the initiative was also designed in support of a proposal from the National Health Surveillance Agency (Anvisa) submitted to public consultation, which receives contributions from the population until February 9th. In order to reach a young audience, the campaign adopts a robust digital strategy, including collaborations with influencers.
In 2022, one in five young people aged 18 to 24 had already tried electronic cigarettes, but this proportion increased to one in four in the last year, even though Electronic Smoking Devices (EDFs) have been banned in Brazil since 2009 by Anvisa. . For this audience, electronic cigarettes have been the gateway to smoking. According to last year’s Vigitel, 60% of users aged 18 to 24 had never smoked conventional cigarettes.
These products have pleasant flavors and modern designs. They are made to attract teenagers and young people. Thus, the industry guarantees dependence early on, forming a consumer market that will last for a long time. The health damage is immense and has appeared earlier and earlier, when compared to users of conventional cigarettes, explains Mariana Pinho, coordinator of the ACT Tobacco Control Project.
Given this scenario, Anvisa proposed a more comprehensive and detailed standard, based on scientific evidence and aligned with WHO recommendations, to replace current regulations. In line with this movement, the #CancelaOVape campaign launched a hotsite which highlights 10 reasons to maintain the ban, along with a link that offers guidance on how to participate in the public consultation. Furthermore, the campaign involves the dissemination of content on social networks, the mobilization of influencers and the broadcast of spots between the first and second stories of all episodes of the series. Rdio Novelo Presents.
The initiative seeks to reach mainly opinion makers and the younger public, which represents the main portion of users in Brazil. In this context, the campaign uses the hashtag #CancelaOVape on platforms such as Instagram e TikTokin addition to carrying out specific actions with native digital influencers and creating media pieces that debunk the industry’s argument that electronic devices are safer than conventional cigarettes.
Electronic cigarettes have taken on this aura of lightness, of fruit flavors, but behind this false innocence there are serious risks to users’ health. The campaign warns about these disguised risks and gives young people the opportunity to participate in Anvisa’s public consultation to cancel vaping, for real. Aline Leucz, Creative Director at Repense.
TECHNICAL SHEET
Support: Bianca Tenenberg, Taisa Tamura, Daniel Inglez
Creation: Aline Leucz, Daniel Chagas, Eduardo Jubarte, Andr Geniselli
Community Manager: Tabata Madeira Frana
Planning: Stefano Scaranello
Media: Denis Danela, Paula Dias
CEO: Otavio Dias
Approval: Anna Monteiro, Daniela Guedes, Tain Costa (Vital Strategies)
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