The American Lung Association and Advertising Council launched a series of new public service advertisements today aimed at encouraging parents to actively discuss the dangers and health impacts of e-cigarettes with their children. These new PSA's were created pro bono by ad agency Hill Holliday and aim to raise awareness of the risks associated with teenage vaping and help parents and children aged 10-14 communicate effectively to prevent them from starting to use e-cigarettes.
These new public service announcements meet the need for parents to understand the dangers of e-cigarettes," said Michelle Hillman, Chief Development Officer for the Advertising Council. "We know that stress is the main reason children start using e-cigarettes. With the start of the new school year and the significant pressures faced by teenagers, we are providing critical resources for parents and encouraging them to talk to their children about e-cigarettes.
From 2016 to 2020, the use of e-cigarettes among teenagers increased by 73%. Currently, 2.1 million children use e-cigarettes, with thousands starting every day. Despite the increasing number of young people using e-cigarettes, many parents of 10-14 year olds are not fully aware of the risks associated with teenage e-cigarette use. E-cigarettes contain harmful and addictive substances, including nicotine, formaldehyde (a known carcinogen), and acrolein, and can cause irreversible lung damage. Nicotine exposure during adolescence can harm the developing brain and lead to a lifelong addiction to tobacco products. Additionally, children who use e-cigarettes are four times more likely to try traditional cigarettes and three times more likely to become addicted to nicotine.
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Education initiatives and dialogues between parents and minors on issues such as electronic cigarettes are crucial. We have learned from over 50 years of efforts to end tobacco use that these educational programs play an important role in preventing young people from using these highly addictive products," said Harold Wimmer, the National President and CEO of the American Lung Association. "While we have seen smoking rates at an all-time low, the use of electronic cigarettes among adolescents is still unacceptably high.
The new public service announcement was developed pro bono by the creative agency Hill Holliday, using popular culture and hot dance videos to connect parents and their children as a guide for a more serious discussion on the dangers of e-cigarettes. Dancers, influencers, and anti-vaping advocate Russell Horning, also known as "Backpack Kid," gained fame after his viral dance videos.
Karen Kaplan, the President and CEO of Hill Holliday, expressed pride in launching an important and timely initiative to help protect children's health as they return to school. She spoke positively about the collaboration between Hill Holliday, the American Lung Association, and the Advertising Council, emphasizing the positive impact of ongoing cooperation on the health of Americans and the saving of lives.
Honing, who is 20 years old, said, "Young people don't always consider how the choices we make now can harm us as we get older. I'm proud to use my platform to encourage kids to never start vaping so they can achieve their dreams without compromising their health.
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