OTTAWA—Wanted: social media celebrities to warn teens of the risks of vaping.
Health Canada is looking for a contractor to develop, implement and report on a national vaping awareness program, including finding social media influencers that teens might be willing to listen to.
“Canadians look for information from a variety of sources, and youth in particular are more likely to engage with other influencers beyond government, or health professionals,” said a spokesperson from Health Canada.
One of the goals of the contractor is to find social media trendsetters with a lot of followers and influence who can encourage youth and young adults to attend events and spread Health Canada’s message online about the risks associated with vaping.
The search for a contractor comes just one month after the federal government passed a new law formally legalizing and regulating vaping, or e-cigarettes, which also aims to stamp out any lifestyle aspects of vaping that might appeal to teens.
The Tobacco and Vaping Products Act prohibits the sale of vape products to minors, bans flavours aimed at young people and prohibits marketing that features testimonials, health claims or lifestyle themes.