Reducing E-Cigarette Use Among U.S. Youth – "Escape the Vape"

Reducing E-Cigarette Use Among U.S. Youth – "Escape the Vape"
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Vaping or the use of e-cigarettes is not only a health concern but also a behavior change problem. The youths are prone to behavior change, and thus, there is a need to create awareness through structured health campaigns. Various factors contribute to the increased vaping behavior among the youth, such as misleading marketing, peer influence, flavor appeal, nicotine addiction, and cultural sensitivity. "Escape the Vape" is a health campaign that encourages Minnesota 6th to 12th graders to participate in a video challenge aimed at reducing vaping among U.S. youths. To understand this topic, it is vital to consider two significant theories: Social Cognitive Theory (SCT) and Diffusion of Innovations (DOI). SCT is a change theory that enhances observational learning, empowerment, and social modeling. On the other hand, DOI is a predictive theory that stresses information dissemination through different communication channels. This paper will analyze the factors that influence youth vaping behavior and how the "Escape the Vape" messages align with such factors.
Literature Review
Misleading Marketing
According to D'Angelo et al. (2021), E-cigarette companies' deceptive marketing drives youth vaping. Advertisements encourage teens to try vaping, a worrying trend in young nicotine consumption. Deceptive marketing relies on SCT's observational learning premise. By exposing tobacco's deception, the "Escape the Vape" campaign targets this factor. The campaign exposes the industry's manipulation of young consumers across multiple platforms. Real pupils emerge as role models who overcome peer pressure and addiction (Koutroubas & Galanakis, 2022). SCT emphasizes observational learning's impact on behavior. The campaign uses a personal agency to encourage youth to reject tobacco industry misinformation by telling real stories. The effort disrupts bad behaviors in the DOI. Critical networks and early adopters spread ideas like the anti-vaping campaign, according to DOI. This idea helps the "Escape the Vape" campaign reach its audience through multiple platforms. Instagram and YouTube are used to spread counter-narratives and stop youth vaping. The campaign teaches youngsters about deceptive marketing and enables them to refuse e-cigarettes through SCT and DOI-aligned strategic messaging. The "Escape the Vape" campaign can change youth vaping behavior by actively opposing the tobacco business.
Peer Influence
According to Vannucci et al. (2020), studies suggest that peer influence increases risky behavior, including substance use, among teenagers. Peer pressure often leads adolescents to take drugs, including vaping. Understanding and combating vaping requires acknowledging peer influence. The "Escape the Vape" campaign addresses peer pressure on youth vaping onset. The campaign promotes positive peer dynamics by encouraging PSA video challenge participation (Escape the Vape, n.d.). Latha et al. (2020) argue that successful campaigns comprehend the target audience, use emotionally appealing t...