BOISE, Idaho — The Office of Drug Policy (ODP) is using Be The Parents, the long-running underage drinking prevention campaign, to provide parents and caregivers with facts and prevention tips about teen vaping. The digital campaign launched February 1.
Aiming to “Clear the Air” about teen vaping, campaign elements include Facebook, YouTube, and Google search ads. On the campaign website, parents and caregivers can get additional information about health risks, how vape devices work and what they look like, and what youth might vape—including nicotine and marijuana.
According to the latest Idaho Youth Risk Behavior Survey, more than 1 in 5 Idaho High School Students currently vapes and 48.1 percent have ever used an e-cigarette or vape product.
Yet, many parents are unaware of how popular vapes are among teens—especially brands like JUUL, which is more likely to be used by teens than adults. 96.2 percent of parents had seen or heard of e-cigarettes, only 55.9 percent had seen or heard of JUUL. Only 44.2 percent accurately identified an image of JUUL as a vaping device, according to a study published in the American Journal of Preventive Medicine.
While messaging aims to improve knowledge and awareness around a growing issue that many parents are dealing with for the first time, the ultimate goal is that parents will engage in a conversation with their child about vaping to help them make informed decisions.
The vaping prevention campaign was supported by a grant from the Idaho Millennium Fund.