E-CIGARETTE & JUUL PREVENTION PROGRAM YOUTH E-CIGARETTE PREVENTION: RAPID RESPONSE Healthier Texas Summit October 2018
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: [email protected]
October 2018