"Get Your Head Out of the Cloud": American Lung Association launches anti-vaping campaign targeting youth

The American Lung Association on Sept. 1 rolled out a new plan to address the widespread popularity of vaping, often referred to as an epidemic facing the country's youth.

Some key details about the campaign:

  • The ALA partnered with the Ad Council to deliver public service announcements encouraging parents to talk to their children about vaping and its harmful effects. The PSAs will be a part of the association's "Get Your Head Out of the Cloud" series.

  • The association committed $2 million for research to gain a clearer understanding on the dangerous effects of vaping on lungs. It also partnered with Evanston, Ill.-based Northwestern University to conduct a $25 million National Institutes of Health-funded study on millennial lung health, which will involve examining nationwide vaping behaviors.
  • The campaign will include the ALA's Vape-Free School Initiative, which provides schools with information and resources to educate their students about the dangers of vaping.

  • The ALA will execute an advocacy plan to encourage the FDA to impose strict regulations on tobacco and e-cigarette companies marketing to young people.

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