Backgrounder: Youth Vaping Prevention Public Education


December 2019

The Government of Canada is concerned with the rapid increase in vaping among Canadian youth. To this end, Health Canada has invested more than $9 million over 3 years (2017-2020) to develop and implement a national public education campaign — Consider the Consequences of Vaping. Of this amount, since April 2019, we have invested more than $6.9 million to ramp up the campaign to dissuade youth from vaping.

Helping Make Youth Aware of the Risks of Vaping

In December 2018, Health Canada launched a youth vaping prevention campaign to reach youth (13 to 18 years of age), parents, trusted adults and educators.

The campaign aims to prevent youth uptake of vaping by:

  • educating youth about the harms and risks associated with using vaping products;
  • providing parents, adults and educators with resources to support conversations with youth about vaping; and
  • increasing awareness of where to get more information on vaping.

Consider the Consequences of Vaping Campaign

The Consider the Consequences of Vaping campaign features paid advertising, an interactive learning tour, the use of digital influencers, partnership activities, and web resources such as videos and a parent tip sheet.

A recent evaluation of the advertising campaign found that 26% of teens who saw the ads report that they decided not to vape as a result of the ads.

The interactive learning tour was launched in February 2019 and provides students with an engaging and educational way to learn about the health risks associated with vaping. The tour has travelled to more than 240 high schools and middle schools, and 18 teen-oriented community events across Canada. More than 50,000 teens have taken part in the tour so far.

The tour will continue until April 2020, visiting an additional 130 middle schools and high schools, and teen oriented community events.

Youth and parent influencers on social media worked with Health Canada to create and promote unique content to discourage teen vaping on their digital channels between March and November 2019. More than 140 posts garnered more than 3.2 million impressions.

Health Canada undertook a partnership with the Canadian Paediatric Society to adapt a parent tip sheet into a co-branded brochure, which was distributed to pediatricians across the country in July 2019. Building on this partnership, a co-branded poster encouraging parents to talk with their teens about vaping was produced for use in the offices of health professionals.

Teen vaping prevention materials have been mailed to more than 15,000 health professionals and 12,000 middle schools and high schools to help broaden the reach of the campaign's messages.

Teachers and students can access interactive activities online to get the facts about vaping and to know the risks.

The Government of Canada is continuing its national public education campaign to reduce youth vaping and to help prevent a new generation of Canadians from the risks of nicotine addiction and other harms.

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