partnership, representing South Africa’s leading health and community organisations, is taking a bold stance to protect young people from the predatory tactics of the tobacco and e-cigarette industries.Building on the overall theme of protecting youth, this year’s campaign theme – ‘Stop sliding into DMs’ – highlights the stealthy and aggressive methods used by Big Tobacco to infiltrate the lives of youth through social media, digital platforms, influencers and advertising.
The campaign includes for youth to show their reactions to the aggressive marketing of Big Tobacco and the impact it has through social media. ‘This campaign is about empowering the youth to take a stand as active participants in the fight against Big Tobacco. By amplifying their voices, we aim to create a ripple effect that drives awareness and sparks conversations among the youth.’Tobacco industry tactics to target youth
According to Senior Specialist Scientist in the MASTRU at SAMRC Dr Catherine Egbe, students are particularly vulnerable to marketing tactics. ‘We found that students exposed to any form of advertisement, marketing and promotion were almost three times more likely to be currently using e-cigarettes or hookah compared to those not exposed.’
Research further indicates a significant presence of tobacco and e-cigarette advertising on social media platforms. ‘These ads often feature lifestyle imagery and influencer endorsements, making smoking and vaping appear fashionable and socially acceptable among youths.’ on the harms of tobacco and electronic devices published by the World Heart Federation says that despite the tobacco industry’s tactics to influence young people to smoke and vape, the power of self-empowerment among youth should not be underestimated.
Source: Healthcare Press (healthcarepress.net)
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