Native teens appreciate learning something new in ads, such as facts about chemicals and metals, but also want more information about the harms of these substances.Native teens want to know more about the effects of vaping and why they should care.Other reasons for use include experimenting, social pressure, and coping with stress.Vaping often starts off as a social activity, often occurring before, after, or even during school.Vapes are one of the most commonly used tobacco products among youth and are perceived as easy to obtain.Some use tobacco for ceremonial activity, although ceremonial use is infrequent among youth. Tobacco use is prevalent in Native communities, and use is often normalized.Through research, we learned these key insights about the audience: We also maintained ongoing conversations with Native community members and public health partners during the campaign planning process. To form a deep understanding of the mindset, values, and behavior of Native teens, we conducted focus groups and surveys across key geographic concentrations. Our goal was to learn about our audience and tap into key insights in order to bring their unique perspective to life. How We Used Research to Develop the “Next Legends” Campaignįor the first large-scale tobacco and vaping prevention effort made for AI/AN audiences, extensive research was conducted for the brand to build on. Our Goal: Inspire a new generation of AI/AN teens to live Native strong and vape-free. The “Next Legends” campaign uses unique branding and tailored messaging that is specifically designed to educate AI/AN youth on the harmful effects of vaping. Native youth are more susceptible to tobacco than their non-Native peers, and they demonstrate disproportionately high experimentation and current use of e-cigarettes. In 2022, FDA launched “Next Legends” – a new youth e-cigarette prevention campaign that aims to educate American Indian and Alaska Native (AI/AN) youth, ages 12-17, about the harms of vaping.
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