YOUTH E-CIGARETTE PREVENTION: RAPID RESPONSE · E-CIGARETTE & JUUL PREVENTION PROGRAM 2018 NAS...

E-CIGARETTE & JUUL PREVENTION PROGRAM

YOUTH E-CIGARETTE

PREVENTION:

RAPID RESPONSE

Healthier Texas Summit

October 2018

PRESENTERS

Founder and CEO Director, Corporate Social Responsibility & Philanthropy

CATCH Global Foundation

CVS Health

Steven Kelder, PhD, MPH Duncan Van Dusen, MPH Jennifer Leigh

Professor of Epidemiology

Michael & Susan Dell Center for Healthy Living

UTHealth School of Public Health in Austin

E-CIGARETTE & JUUL PREVENTION PROGRAM

HIGH SCHOOL

IN THE PAST 30 DAYS, HAVE YOU USED…

https://www.cdc.gov/mmwr/volumes/67/wr/mm6722a3.htm

E-CIGARETTE & JUUL PREVENTION PROGRAM

https://www.cdc.gov/mmwr/volumes/67/wr/mm6722a3.htm

MIDDLE SCHOOL

IN THE PAST 30 DAYS, HAVE YOU USED…

E-CIGARETTE & JUUL PREVENTION PROGRAMHAVE YOU EVER USED….

https://nccd.cdc.gov/youthonline/App/Default.aspx

0%

10%

20%

30%

40%

50%

6th 7th 8th 9th 10th 11th 12th

When should prevention begin?

Cigarettes E-cigarettes

E-CIGARETTE & JUUL PREVENTION PROGRAM2018 NAS REPORT

• Substantial Evidence: e-cigarette use increases risk of ‘ever using’ combustible tobacco cigarettes among youth and young adults.

• Moderate Evidence: that e-cigarette use increases the frequency, intensity, and duration of subsequent combustible tobacco cigarette smoking.

• Insufficient Evidence: from RCT’s about the effectiveness of e-cigarettes as a cessation aid.

E-CIGARETTE & JUUL PREVENTION PROGRAMNICOTINE IN ADOLESCENCE

Nicotine influences:

§ Acetylcholine receptors, which have action on:

§ Cholinergic areas: which control

§ Muscle movement, Breathing, Heart rate, Memory, Motivation

§ Neurotransmitters and hormones, such as:

§ Acetylcholine, Norepinephrine, Dopamine, Serotonin, Vasopressin, Beta-endorphin and Adrenocorticotropic hormone (ACTH).

§ Dopamine, produces feelings of pleasure and reward. It is the same neurotransmitter involved in addiction to cocaine and heroin.

Strong Biologic Plausibility: Reduced impulse control, deficits in attention and cognition, and mood disorders.

Nicotine exposure during adolescence can cause

addiction and can harm the developing brain.

E-CIGARETTE & JUUL PREVENTION PROGRAM3 TYPES OF E-CIGARETTES

1

2

3

E-CIGARETTE & JUUL PREVENTION PROGRAMNICOTINE CONTENT IN JUUL

=

1 JUUL

Pod1 Pack of Cigarettes

JUUL market share (72%)

E-CIGARETTE & JUUL PREVENTION PROGRAMDIFFUSION OF INNOVATIONS

Tipping Point

Source: Everett Rogers (1962)

Tipping Point

Why CVS Health decided to remove tobacco

21©2018 CVS Health and/or one of its affiliates: Confidential & Proprietary

≠

22

Our Announcement: CVS Quits

23

Be The First Youth Tobacco Prevention Initiative

©2018 CVS Health and/or one of its affiliates: Confidential & Proprietary 24

• Launched 5 year, $50 million commitment through 2020 to help deliver the nation’s first tobacco-free generation

• Set aggressive goals including our support for a 10 percent decline in new youth smokers, 3 percent decline in youth smoking rate and a doubling of

tobacco-free college campuses

• Partnered with best-in-class organizations to support education, research, tobacco-control advocacy and healthy behavior programming

• Reached more than 5 million young people with anti-smoking programming in year one

Be The First Focus Areas

Education &

Awareness

New, innovative approaches in

awareness and

educational

programming that

reduce youth smoking rates and increase

access to education.

Research &

Advocacy

Partnerships and alliances that increase

tobacco control policy

and advocacy programs

needed to support a

reduction in youth smoking rates.

Healthy Behavior

Programming

Early education and healthy behavior

programming that

teach and support

“right behavior” to help

kids on their path to better health.

Our #BeTheFirst Partners

©2018 CVS Health and/or one of its affiliates: Confidential & Proprietary 26

Information on these resources can be found at

www.cvshealth.com/BTFResources

CATCH My Breath & CVS Health: Ingredients for a Successful Partnership

• CATCH has been one of our best partners because of the

following:

• Initial pitch aligned perfectly with our Be The First initiative

• Demonstrated a clear strategy for fulfilling qualitative and quantitative

outcomes

• Reliable experts on this complicated and evolving issue

• Willing partners, open to collaboration

• Cracked the code on working with and integrating into schools

• Not only met, but exceeded, their Year One goals

27©2018 CVS Health and/or one of its affiliates: Confidential & Proprietary

E-CIGARETTE & JUUL PREVENTION PROGRAM

THANK YOU!

QUESTIONS?

Contact us: catchmybreath@catch.org

October 2018