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CATCH My Breath: High SchoolSession 2: Making Our Own Choices
Addiction is No Bueno
Case, K., Crook, B., Lazard, A., & Mackert, M. (in press) Perceptions of E-cigarettes in College Students: Identification of Misconceptions and Uncertainty. Journal of American College Health.
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Take a Guess
• What percentage of
middle schoolers smoke
E-cigarettes?
• What percentage of 11th
graders smoke E-
cigarettes?
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Actual Percentage:
• Only 11.3% of high schoolers and 4.3% of
middle schoolers have smoked an E-cigarette
in the last 30 days.
• Most teenagers surveyed disapproved of E-
cigarette use.
Are these numbers surprising?
Why do you think students’ estimates are
usually higher than the actual number?
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Don’t Believe the Hype
E-cig advertisers think you are easily influenced
by what your peers and friends do. Advertisers
try to make it seem like everyone smokes.
In reality, only a very small percentage of
teens use E-cigarettes.
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Two Types of Advertising
• Direct is advertising that is clearly paid for
by the tobacco or E-cigarette industry
(billboards, magazine ads, television,
internet, radio, magazine ads).
• Indirect tries to disguise the fact that it’s an
ad.
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Indirect Advertising Includes: • Social Media:
• E-cigarette companies pay people to make their product look “cool” on
websites, blogs, YouTube, Twitter, Facebook, Pinterest, Instagram,
YouTube & Vine videos. They try to make E-cigarettes look rebellious,
fun, attractive or cool, while leaving out information about the harmful
consequences (e.g. nicotine addiction.)
• Movies:
• E-cigarette companies pay actors to smoke their brand in movies, often
during a tense or romantic situation, reinforcing the myth that smoking is
helpful or even needed in these situations.
• Magazine articles:
• Some magazine publishers decide to limit or not include articles on the
negative consequences of using tobacco and E-cigarettes.
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Examples of Indirect Advertising
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What observations can you make about
the information in this graph?
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$9.325 billion is spent every year on tobacco and E-
cigarette advertising. That’s more than $25 million
every day, or more than $1 million every hour.
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How are tobacco companies able to afford
to spend billions annually on advertising?
Many of their customers are addicted to their
products. A lot of product is sold to pay for the
advertising.
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Assemble into your small groups
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Activity 1: Analyzing Ads
• Turn to Peer Group Facilitator Sheet 2: E-cigarette
Advertising Appeals
• Specifically address the following: – How does the ad portray E-cigarette
use?
– Identify advertising propaganda techniques used.
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Example Ad 1
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Example Ad 2
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Example Ad 3
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Example Ad 4
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Example Ad 5
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Activity 1: Analyzing Ads
Peer Group Facilitators:
• Report 2-3 of your group’s reactions to the ads.
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Discuss
• How do you feel about the
possibility of becoming an addict?
• How would it feel to become
dependent on a substance, to
need it to feel okay?
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Do the ads for E-cigarettes reflect
the reality of addiction?
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Activity 2: Reasons Why Young People
Experiment with E-cigarettes and Positive
Alternatives
• On the front of your index card, record
responses to the following question:
– Why might young people experiment with E-
cigarettes?
• On the back of your index card, record
responses to the following question:
– What are some positive things young people can
do instead of using E-cigarettes?
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Reasons to try an
E-cigarette:
Positive Alternatives:
Accepted by friends Be yourself. Figure out your passion and join a sports
team or a club; Invite friends to a movie; Tell a joke;
Just curious Ask lots of questions and research the facts.
To taste the flavors Make your own smoothie with a variety of fruits. Get
a fresh-pressed juice. Eat or drink something tasty.
To rebel, or appear
older
Volunteer to take on more responsibility; Make
mature choices.
To feel less tired Go to bed earlier; Take a nap; Watch less Netflix; and
YouTube; Workout/exercise (it gives you more
energy); Visit your doctor or school nurse to rule out
any illness; Talk to your friends/parents/teachers
about how you are feeling
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Discuss: Where Do You Stand?
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Due by next session: Adult Interview
• Interview one of your
parents or guardians
(or another adult.)