A proactive approach to empowering students to play to their core and navigate the vaping trend
The rise of vaping among students has been a pressing issue that continues to draw attention. Since 2014, e-cigarettes have become the most prevalent form of tobacco use among U.S. students, an alarming trend recognized by the Centers for Disease Control and Prevention (CDC). This issue has been called a “national crisis” and a “ticking time bomb” by public health advocates such as The Evelyn Lilly Lutz Foundation. However, a fresh approach to addressing this issue has emerged through a new public service announcement (PSA) that focuses not on the health risks but rather on the financial impact vaping has on teenagers’ wallets.
By equipping students with the skills to play to their core, educators can empower students to make responsible choices online and offline to protect themselves and their wallets. Here is what you need to know:
A New Perspective: “Ditch the Vape. Get What’s Yours”
The PSA, titled “Ditch the Vape. Get What’s Yours,” developed by McCann Global Health in collaboration with The Evelyn Lilly Lutz Foundation, takes a different path compared to conventional anti-vaping messages. Rather than concentrating solely on the health implications of vaping, this campaign shifts its emphasis to a more tangible aspect: the financial burden of vaping on teenagers. The film’s core message resonates with students through a simple yet powerful idea – teens spend an average of $1,000 to $1,500 annually on vaping.
Instead of telling teens to quit vaping, the campaign proposes better ways for them to use their money.
It taps into their passions, such as sneakers, drones, comic books, musical instruments, clothing, and makeup, showcasing how the money they spend on vaping could be used for other things they really enjoy. By reframing the conversation, the campaign seeks to inspire teenagers to make informed choices about their spending habits.
Empowering Teens Through Authenticity
While a ‘scare and restrict’ approach to addressing teen vaping is common, it doesn’t seem to be resonating with students. Instead, the PSA is tapping into what students could do with the saved money they don’t spend on e-cigarettes. McCann Global Health’s Vice-President and Account Director, Emily Carter, shared, “Scientific evidence supports this other direction: reaching them by highlighting the opportunity costs of vaping.” By flipping the script, educators can connect with students and meet them where they are instead of harping on the don’ts and the what-ifs.
To reach students where they are, the PSA was filmed at Beverly High School in Massachusetts, featuring real students from the local community. The script was meticulously crafted in consultation with teenagers to ensure it resonates with their language, interests, and aspirations. The result is a campaign that speaks their language, connects with them on a personal level, and avoids the pitfalls of shaming or scare tactics.
TSI’s Take
The PSA “Ditch the Vape. Get What’s Yours” ushers in a fresh perspective on tackling the issue of vaping among teenagers. Educators can use this campaign as a valuable resource to foster discussions on responsible decision-making, authenticity, and financial literacy, all of which empower students to play to their core.
By empowering and equipping students to make high-character decisions, both online and offline, educators can encourage students to play to their core values as they navigate dangerous trends. Discover strategies educators are using to empower students to play to their core by keeping their future in mind in our upcoming webinar.
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The Social Institute (TSI) is the leader in empowering students by understanding students. Through #WinAtSocial, our gamified, peer-to-peer learning platform, we equip students, educators, and families to navigate their social world – in the classroom and beyond, online and offline – in healthy, high-character ways. Our unique, student-respected approach empowers and equips, rather than scares and restricts. We incorporate timely topics about social media, tech use, and current events that are impacting student well-being and learning. #WinAtSocial Lessons teach life skills for the modern day, capture student voice, and provide school leaders with actionable insights. Through these insights, students play an essential role in school efforts to support their own health, happiness, and future success as we enable high-impact teaching, meaningful family conversations, and a healthy school culture.