Action, developed by the Repense agency, supports Anvisa’s proposal, which seeks to expand standards prohibiting electronic cigarettes
ACT Promoo da Sade and Vital Strategies launched the #CancelaOVape campaign. Developed by the Repense agency, the initiative was also designed to support 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. .
“These products have pleasant flavors and modern design. 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.
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.
