#Jouw Keuze

Challenge

The alarming rise in youth vaping is a growing concern, fueled by the relentless tactics of the tobacco industry to target and addict younger generations. This deadly industry exploits clever marketing to turn nicotine products into an enticing trap for teens. How can we shift the narrative and protect the next generation from falling victim to this epidemic?

Solution

APS Group partnered with the educational platform Vapen#jouwkeuze to launch a compelling campaign that exposes the dangers of vaping and urges support for the citizen initiative NicotiNEE. This initiative calls for legislation tying nicotine sales to birth year, ultimately creating a nicotine-free generation starting in 2030. The campaign highlights the urgency of taking action now, featuring powerful voices like long pathologist Danielle Cohen. With over 56,000 signatures already collected, the campaign invites everyone to join the fight and sign the petition at nicotinee.nl.