A new campaign against electronic cigarettes with Ruslana Rodina and Ravid Ronen (Photo: Vasily Shafraga for the Israel Cancer Association)
Electronic cigarettes are perceived – wrongly – by many, including quite a few teenagers, as less harmful than "regular" cigarettes.
Therefore, ahead of International No Smoking Day, which will take place tomorrow, the Israel Cancer Association has decided to launch a campaign to raise awareness of the dangers of "electronic" smoking. Using a creative script devised voluntarily by the advertising agency Cyblin Twins, Ruslana Rodina and Ravid Ronen illustrate the manipulative strategy of dangerous products marketed to teenagers.
Although this is not the first campaign initiated by the Israel Cancer Association on the subject, since between 2023 and 2019, the Association has already launched a number of information campaigns about the harmful effect and dangers inherent in the use of electronic cigarettes, and they have even received extensive exposure, but in the face of the growing phenomenon, there is also a need for a continuous reminder for youth and parents.
Israel Cancer Association Campaign Against the Use of Electronic Cigarettes
'The alarming epidemic is claiming victims'
Moshe Bar-Haim, CEO of the Israel Cancer Association,explained: "The alarming epidemic of electronic cigarettes is claiming victims and it is essential to use a decisive message to convey the scientific truth behind the dangerous product that causes physical and mental dependence. Teens and young people, and in many cases parents as well, call it whip and because of the colorful appearance and sweet smell, they don't understand that this is an addiction to a smoking product that is dangerous to health."
It should be emphasized that alongside the campaign, the Israel Cancer Association operates an information campaign of instructors in schools in cooperation with the Ministry of Education on the harm caused by smoking. The trainings are carried out throughout the country free of charge, thanks to public donations. At the same time, the Israel Cancer Association is assisting the Ministry of Health, together with other organizations, in leading a national program to combat the phenomenon of electronic cigarette use.
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The Israel Cancer Association launches a campaign against the use of electronic cigarettes (Photo: Vasily Shafraga for the Israel Cancer Association)
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Tags
- Campaign
- advertising
- awareness
- Israel Cancer Association
- cancer
- Cigarettes
- Electronic cigarettes
- cigarette
- electronic cigarette
- Ruslana Rodina