[HealthyTribes] Reminder: Smoking and vaping images and addiction triggers

[Wylie Sarah A]

Good evening, all -

It's been great to hear your updates on how you're using the Smokefree Oregon cessation campaign materials. With the New Year, you may receive increased media requests about how to quit smoking or vaping - especially with this year's outbreak of e-cigarette and vaping-associated lung injury.

As you speak with news organizations or issue your own materials, please remember that images of smoking and vaping are triggers for people with nicotine addiction.

I have attached guidance from the Centers for Disease Control and Prevention on why visual smoking cues undermine the purpose of tobacco counter-marketing and are harmful for those living with addiction. These images should only be used in a very narrow set of circumstances and with audience testing. CDC is gathering evidence that images of vaping also trigger addiction.

What can you use instead? News organizations often use images of smoking or vaping as "b-roll", or filler footage, in stories about quitting smoking or tobacco laws. At OHA, we ask reporters to avoid any images of smoking or vaping and educate them about why these cues are harmful. Many reporters are responsive to this request and appreciate the education. We suggest instead using images of Smokefree Oregon ads, the CDC Tips from Former Smokers ads, or negative images (e.g. a parent talking seriously with a child, a teacher with a collection of devices confiscated from students) - but never images that would make vaping seem glamorous or attractive.

Please let me know if you have any questions. I'm always happy to help brainstorm images or provide examples we've found helpful from Smokefree Oregon.

All the best,
Sarah W.

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Sarah Wylie, MPH
Health Promotion Strategist
Health Promotion & Chronic Disease Prevention Section | Public Health Division | OREGON HEALTH AUTHORITY
p: 971-673-1051
c: 971-200-9887
e: sarah.a.wylie at dhsoha.state.or.us<mailto:sarah.a.wylie at dhsoha.state.or.us>
http://www.oregon.gov/OHA

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