JSI Launches “Save Your Breath” Anti-Vaping Campaign

September 14, 2020

Save Your Breath Campaign

In partnership with the New Hampshire Department of Health and Human Services, Tobacco Prevention and Cessation Program, JSI developed Save Your Breath, a vaping prevention campaign aimed at youth ages 13-18 in New Hampshire. Despite growing evidence that vaping harms physical and mental health in the short- and long-term, especially among youth, vaping rates continue to grow.

In New Hampshire, 49.8% of high school-aged youth reported use of a vaping product (an increase from 41.1% in 2017) and 33.8% currently use a vaping product (an increase form 23.8% in 2017) according to the 2019 NH Youth Risk Behavior Survey. Building on our decades of experience in health communication and market research, JSI designed Save Your Breath to encourage youth to see behind Big Tobacco’s lies: while vape flavors make vaping sound safe, vaping harms the youth’s lungs and mental health, and the nicotine in vapes can make it hard to stop. The campaign uses a mix of digital and traditional platforms, including Tik Tok, Snapchat, and Spotify, to reach New Hampshire youth where they are and encourage them to take control of their health by saving their breath from Big Tobacco.

“Vaping is putting a whole new generation of New Hampshire youth at risk for a lifetime of tobacco use addiction. Tobacco use, including vaping, is unsafe for youth and young adults and can harm their developing brains,” said Dr. Sai Cherala, Bureau Chief of Population Health and Community Services in the DHHS Division of Public Health Services. “The campaign encourages young people to look past the flavors, choose not to vape, and save their breath.”

Save Your Breath will run for a year reaching youth, young adults, and families in New Hampshire through several social media channels including Instagram, Tik Tok, Snapchat, YouTube, Spotify, and the website saveyourbreathnh.org.

The DHHS Tobacco Prevention and Cessation Program is here to provide resources and education on vaping products to anyone. For more information, contact the NH Tobacco Prevention and Cessation Program at TPCP@dhhs.nh.gov or (603) 271-6891.


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