Key points
- Campaign focus: Third season of Humos Letales (running since 2022) targets 12–14-year-olds and other youth audiences with a frank, realistic tone about vaping risks.
- Data backdrop: SENDA (2023) — 34.7% ever used e-cigs; 8.6% monthly use among students (8th–12th grades).
- Creative & messages: Video highlights “Vapear te mata,” “Apaga esos humos letales,” “La nicotina te atrapa.” Creative by FRI; production by Poston.
- Official voices: Vice-Minister Andrea Albagli says this season explicitly addresses e-cigarette harms; Providencia Mayor Jaime Bellolio will promote the campaign across municipal schools; PAHO’s Chile representative Giovanni Escalante voiced strong support.
- Calls to action: Parents/caregivers should talk with children, not gift or allow vape purchases, and seek care in suspected intoxication; schools, communities, and municipalities should strengthen smoke- and vape-free environments.
- Context: Smoking is a leading preventable cause of premature death worldwide (~8 million deaths annually, WHO). In Chile, smoking prevalence among people 15+ is 27.9% (men 29.8%, women 26.1%).
2Firsts, Sep 11 2025 — Chile’s Ministry of Health launched the third season of its anti-tobacco mass-media effort, “Humos Letales 3: Comeback,” at the Café Literario in Parque Bustamante, alongside students from Liceo Carmela Carvajal de Providencia. Since 2022, the Humos Letales series has aimed to raise awareness among teens, families, and communities about the harms of cigarettes and vaping; this season zeroes in on the rapid spread of e-cigarette use in schools.
Vice-Minister of Health Andrea Albagli said the series, produced annually for three years, keeps a direct, explicit, and realistic communication style and now targets vaping products more clearly. “Our primary audience is 12–14-year-olds—the age at which tobacco use begins. We use more straightforward language to discourage initiation,” she noted.
Citing SENDA (2023), authorities highlighted that 34.7% of students from 8th grade to senior year have tried e-cigarettes, and 8.6% report monthly use. The campaign’s video stresses nicotine addiction and health harms and points to environmental and relational impacts of smoking and vaping. It carries stark on-screen messages—“Vapear te mata (Vaping kills),” “Apaga esos humos letales (Put out those deadly smokes),” “La nicotina te atrapa (Nicotine traps you)”—with creative by FRI and production by Poston.
The rollout includes guidance for parents and caregivers: talk with children, do not gift or permit vape purchases, and seek medical care in suspected intoxication. It also encourages schools, communities, and municipalities to strengthen smoke- and vape-free spaces. Providencia Mayor Jaime Bellolio underscored that tobacco causes ~19,000 deaths a year in Chile (≈52 per day) and pledged to extend the campaign across municipal schools to promote healthy lifestyles, sports, and extracurriculars.
PAHO’s representative in Chile, Giovanni Escalante, welcomed the initiative: “All tobacco products make people sick and kill. E-cigarettes are particularly dangerous because flavors, colors, and marketing attract 12–14-year-olds under a false perception of safety.”
Global context: WHO estimates ~8 million tobacco-attributable deaths annually. In Chile, 27.9% of people aged 15+ smoke (men 29.8%, women 26.1%).
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
