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Taking Care of Business

May 22, 2019

28:33

Taking Care of Business

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TAKIN' CARE OF BUSINESS
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TAKIN' CARE OF BUSINESS
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[UPBEAT MUSIC]
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- NOT SO MANY YEARS AGO,
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AMERICA WAS FASCINATED BY THE SIMPLE, LITTLE CIGARETTE.
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SMOKING CAPTIVATED THE IMAGINATIONS
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OF COUNTLESS MILLIONS AROUND THE GLOBE.
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CIGARETTES EMBODIED MASCULINITY
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AND THEY WERE THE PINNACLE OF STATUS
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AND FASHION AMONG WOMEN AND NOTHING CAPTURED
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THE SPIRIT OF THE REBEL LIKE A SMOLDERING CIGARETTE.
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- JUST GO BACK TO THE ROARING 20s
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WHEN THERE WERE THESE BEAUTIFUL, FLASHING PARTIES.
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- GROWING UP, I ALWAYS WATCHED FILMS AND TVS
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WHEN, LIKE TV SHOWS, WHEN PEOPLE WOULD SMOKE CIGARETTES,
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AND I ALWAYS SAW THAT ATTRACTION TO IT.
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IT'S LIKE HEY, LOOKS COOL.
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- YOU KNOW, YOU SEE THESE WOMEN
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WITH EXTENDED CIGARETTES.
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THEN THE BEAUTIFUL GLOVES ON THEIR HANDS
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THEN YOU SEE THE MEN ROLLING THEIR OWN CIGARETTES.
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-[GUY] AND IF YOU WANNA BE COOL LIKE THE MARLBORO MAN
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THEN YOU NEED TO SMOKE LIKE THE MARLBORO MAN.
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- IT'S LIKE SOMETHING THAT COOL PEOPLE DO.
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I WANNA DO THAT WHEN I GET OLDER.
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- AS CRAZY AS IT SOUNDS TODAY,
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DOCTORS AND HEALTH PROFESSIONALS
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TOUTED THE BENEFITS OF SMOKING
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WITH SLOGANS LIKE, "DON'T BE FOOLISH.
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"TAKE YOUR DOCTOR'S ADVICE AND SMOKE A FRESH CIGARETTE."
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- I REMEMBER THERE WAS AN ADVERTISEMENT FOR CAMEL
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THAT RONALD REAGAN WAS THE LEAD ACTOR IN THAT.
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IN FACT, IT WAS SUGGESTED THAT SMOKING CIGARETTES
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COULD HAVE BENEFICIAL EFFECTS ON ASTHMA.
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THAT'S COMPLETELY LUDICROUS.
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IT MAKES ABSOLUTELY NO SENSE.
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IT'S ALL A CONTRARY.
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IT MAKES ASTHMA MUCH WORSE.
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- NOW THAT WE HAVE HISTORICAL DATA,
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WE CAN LOOK BACK ON THOSE OLD CIGARETTE ADS
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AND OBVIOUSLY THEY SEEM RIDICULOUS IN CONTEXT,
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BUT THEN, NOBODY KNEW ANY DIFFERENT.
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- WELL FINALLY, WE CAME TO OUR SENSES
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AND REALIZED THAT SMOKING WAS A DEATH SENTENCE.
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BIG TOBACCO WENT INTO A TAILSPIN
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UNTIL THEY COULD FIND A NEW WAY TO TRICK THE WORLD
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INTO A DEADLY OLD ADDICTION.
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- I DIDN'T WANT TO SMOKE.
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I WAS OFF PUT BY SMOKING BY THE SMELL
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MOST SMOKING PRODUCTS, SUCH AS TOBACCO.
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YOU KNOW, SO WHEN IT COMES TO TOBACCO,
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IT STICKS TO YOUR CLOTHES,
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IT'S A GRANDPA SMELLING KIND OF THING.
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- IF YOU SMOKE CIGARETTES, YOU WILL GET CANCER.
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YOU START AGING RAPIDLY, WEIGHT LOSS,
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STUFF LIKE THAT.
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- WHEN I TOOK THE FIRST CIGARETTE PUFF,
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IT WAS REALLY UNCOMFORTABLE.
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THERE WAS NOTHING REALLY APPEALING ABOUT IT.
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- I THINK TOBACCO CESSATION IN YOUTH
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HAS BEEN A REALLY PROUD ACCOMPLISHMENT OF PUBLIC HEALTH,
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ACTUALLY, OVER THE LAST 20 YEARS.
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YOUTH SMOKING REALLY DECLINED AS, YOU KNOW,
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RECENTLY AS MAYBE FIVE OR 10 YEARS AGO
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TO WHERE IT WAS BELOW 5% OF THE YOUTH POPULATION.
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- KIDS IN MY GENERATION HAVE ALWAYS BEEN OFF PUT
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BY THE TRADITIONAL CIGARETTE.
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AND THEY ALWAYS TOLD US THAT TOBACCO IS BAD FOR YOU.
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IT'S GONNA MAKE YOU ILL
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AND MAKE YOU TALK LIKE A ROBOT.
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AND YOU KNOW, JUST STUPID THINGS.
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YOU'RE GONNA GET A HOLE IN YOUR THROAT
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THEN YOU'RE GONNA SMOKE OUT OF THE HOLE IN YOUR THROAT.
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AS FAR AS I KNOW, NOBODY SMOKES LIKE A ROBOT
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AFTER SMOKING SOME JUULS.
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SO, AND IT'S STARTING,
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AS FAR AS I KNOW, THE SAME BENEFITS
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AS WHAT A TOBACCO CIGARETTE WOULD DO
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EXCEPT YOU DON'T SMELL LIKE [BEEP].
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YOU SMELL LIKE MANGOES.
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- UNFORTUNATELY, ABOUT 10 YEARS AGO,
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ON THE SCENE CAME E-CIGARETTES
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WHICH WAS ORIGINALLY MARKETED AS AN ALTERNATIVE
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TO TRADITIONAL OR COMBUSTIBLE CIGARETTE SMOKING.
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- AROUND 2007 OR EIGHT, A SMOKE SHOP OPENED DOWN THE STREET
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OWNED BY AN OLDER MIDDLE-EASTERN MAN.
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AND SOMEBODY IN OUR SCHOOL WENT IN AND BOUGHT
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ONE OF THE FIRST ELECTRONIC CIGARETTES.
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SO THEY LOOKED LIKE THE ACTUAL CIGARETTES,
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BUT JUST LIKE HAD A LIGHT AT THE END
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AND JUST INHALE IT FROM THE TOP.
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AND HE BROUGHT IT IN.
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HE SAYS LOOK WHAT I HAVE.
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I WAS LIKE IS THAT A CIGARETTE?
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HE SAID NO, IT'S AN ELECTRONIC ONE, TRY IT.
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TRIED IT AND IT WAS A PEACH FLAVOR
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AND IT WAS LIKE THE MOST AMAZING THING EVER.
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IT WAS JUST LIKE, OH MY GOD,
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IT'S LIKE A MINI SMOKE MACHINE.
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AND BUT WHEN YOU'RE LITTLE YOU DON'T THINK ABOUT
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THE STIGMA, YOU DON'T THINK OF LIKE THE SIDE EFFECTS
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OR ANYTHING, YOU JUST THINK THIS IS REALLY COOL.
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-[REPORTER] THE LAST YEAR OR TWO,
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TEENAGE VAPING HAS BECOME AN EPIDEMIC.
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ALMOST WITH RATES OF 20% OR SO IN THE LAST YEAR,
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WHICH WAS A DOUBLING RATE,
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WHICH WAS VERY CONCERNING.
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-[GIRL] MY FIRST EXPERIENCE SMOKING A JUUL,
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IT WAS MORE COMFORTABLE THAN A CIGARETTE.
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IT WAS MORE APPEALING THAN A CIGARETTE.
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-[BOY] I GRADUATED HIGH SCHOOL MAYBE TWO YEARS AGO.
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AND NOBODY IN MY HIGH SCHOOL WANTED TO SMOKE CIGARETTES.
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THEY WERE SMOKING JUULS.
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SO LIKE CIGARETTES, BAD FOR THE ENVIRONMENT,
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BAD FOR YOUR LUNGS, BAD, BAD, BAD, BAD.
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BUT THIS JUUL, YOU KNOW, SAME BENEFITS AS WHAT YOU WOULD
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SAY A CIGARETTE WOULD DO,
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BUT YOU KNOW, LESS REPULSIVE.
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AND DEFINITELY MORE CONVENIENT.
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- I STARTED VAPING BACK IN,
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I THINK IT WAS 10TH GRADE.
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IT SEEMED TO BE LIKE A NEW FAD.
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IT WAS A NEW TREND IN HIGH SCHOOL AND I THOUGHT
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IF THIS IS GONNA BE A NEW SOCIAL THING,
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THEN I MIGHT AS WELL ALSO JOIN IN.
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IT WAS FUN AND I GUESS IN A SENSE IT WAS FREEING
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BECAUSE WE WERE ALL LIKE BREAKING THE RULES.
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WE WERE ALL REBELLING TOGETHER.
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[DRAMATIC TONE]
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-[KELLY] YOU MAY BE SURPRISED TO FIND OUT
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THAT A PIONEER OF THE E-CIGARETTE INDUSTRY
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ACTUALLY HAD GOOD INTENTIONS.
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YOU SEE, HE REALIZED THAT BIG TOBACCO
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WAS PROFITING OFF OF THE NICOTINE CESSATION PROGRAMS
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LIKE PATCHES AND GUMS,
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AND THEY JUST DIDN'T WORK.
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SO HE HAD ANOTHER IDEA IN MIND.
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MEET ANTHONY BARRON.
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- SO I READ ABOUT THIS ELECTRONIC DEVICE
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WHERE YOU CAN SMOKE NICOTINE OUT OF
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AS AN ALTERNATIVE TO SMOKING CIGARETTES.
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AND MIND YOU, THIS IS LATE 2008.
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WHEN SOMETHING LIKE THIS WAS BEYOND NOVEL,
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IT WAS JUST UNHEARD OF.
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MY STEPFATHER IS A SMOKER AND HE WAS HAVING TROUBLE
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AT THE TIME QUITTING SMOKING.
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SO PARALLEL THAT TO READING THIS BUSINESS PLAN
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THAT SAYS YOU CAN ACTUALLY DELIVER NICOTINE
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WITHOUT ALL THE OTHER 200 AND SOMETHING CARCINOGENS,
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I THOUGHT WOW, IT'S THE BEST OF BOTH WORLDS.
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A GREAT BUSINESS OPPORTUNITY
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WITH AN ALTRUISTIC KIND OF BACKING BEHIND IT.
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SOMETHING THAT I CAN FEEL ETHICALLY COMFORTABLE
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PUTTING OUT INTO THE MARKET.
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THE CANCER CREATED BY CIGARETTES
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WERE KILLING MORE PEOPLE THAN CAR ACCIDENTS AND OVERDOSES.
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THIS IS BEFORE THE OPIOID CRISIS,
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WHICH IS A WHOLE NOTHER TOPIC.
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WITH THE MOST ALTRUISTIC MOTIVES,
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I WAS THE FOURTH TO MARKET THE ELECTRONIC CIGARETTES
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IN THE COUNTRY.
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THE WHOLE PREMISE OF DISTRIBUTING THESE THINGS
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WAS TO HELP PEOPLE QUIT SMOKING CIGARETTES.
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THE BOTTOM LINE WITH CIGARETTES IS
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NICOTINE, ACETALDEHYDE AND AMMONIA,
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WHEN COMBINED TOGETHER, CREATE AGAIN,
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WHAT IS THE MOST ADDICTIVE CHEMICAL COMPOSITION
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IN THE ENTIRE WORLD.
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WHAT THE SCIENTIST BEHIND THE CIGARETTE INDUSTRY KNEW.
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THAT A LOT OF THE TIMES IN THE VERY FIRST PUFF,
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A 14 YEAR OLD, AN 18 YEAR OLD,
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WHO TRIES THEIR CIGARETTE FOR THE FIRST TIME
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WILL GET ADDICTED ON THE FIRST PUFF.
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SO POINT IS THAT CIGARETTES WERE BAD.
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THEY STILL ARE BAD.
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THERE'S NO REAL SOLUTION OUT THERE.
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SO WE JUMPED HEADFIRST INTO IT.
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- WE HAD THIS E-CIGARETTE BOOM HAPPEN
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AND IT WAS A GOOD THING IN THE BEGINNING.
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AND THERE'S LOTS OF MEDICAL EXPERTS OUT THERE THAT LOVED IT.
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-[ANTHONY] THE ENTIRE ELECTRONIC CIGARETTE INDUSTRY
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WAS BUILT UPON THIS CESSATION PROGRAM.
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HELPING PEOPLE QUIT SMOKING CIGARETTES,
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IT'S THAT SIMPLE.
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AND THE IRONY OF WHERE WE'RE GOING RIGHT NOW
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WITH MARKETING TO TEENAGERS AND TRYING TO CAPTURE
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A NEW, VULNERABLE MARKET,
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IS THAT THE THINGS THAT ARE BEING DONE
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IN THE E-CIG INDUSTRY ARE EXACTLY
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WHAT WE WERE TRYING TO PREVENT
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BACK IN THE VETERAN DAYS OF THE E-CIG.
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- I THINK TEENAGERS HAVE THE MISTAKEN IMPRESSION
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THAT VAPING IS NOT HARMFUL
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BECAUSE IT'S BETTER THAN SMOKING TRADITIONAL CIGARETTES.
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AND THAT IS ONLY TRUE BECAUSE TRADITIONAL CIGARETTES
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INVOLVE PAPER AND LEAF WHICH WHEN THEY'RE BURNED
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CAUSE CARBON BASED BY PRODUCTS
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WHICH DEPOSIT IN THE LUNGS
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AND CAUSE ALL OF THE RESPIRATORY PROBLEMS
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THAT WE'RE FAMILIAR WITH.
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BUT NICOTINE ITSELF IS STILL A VERY HARMFUL DRUG
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AND THE RESEARCH IS CLEAR AND NO ONE DISPUTES
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THAT NICOTINE IS BAD FOR THE DEVELOPING ADOLESCENT BRAIN.
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-[KELLY] E-CIGARETTES MAY HAVE COME ABOUT
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AS A HEALTHIER OR SAFER ALTERNATIVE,
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TO CONSUMING BURNING TOBACCO.
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BUT NOW IT HAS BECOME AN ALLURING NEW GATEWAY
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FOR A VULNERABLE NEW AUDIENCE.
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- SO THE TEEN BRAIN IS VERY VULNERABLE.
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IT'S NOT FULLY FORMED.
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A LOT OF PEOPLE KNOW THAT THE BRAIN DOESN'T
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FULLY FORM UNTIL ABOUT THE AGE OF 25.
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VERY SUSCEPTIBLE TO ADDICTION.
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INTERESTINGLY WHEN KIDS ARE EXPOSED TO MARKETING,
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IT ONLY TAKES A COUPLE OF EXPOSURES
00:09:35.040 --> 00:09:36.280
AND THEY BECOME VERY BRAND LOYAL.
00:09:37.000 --> 00:09:39.120
SO AT AN EARLY AGE,
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A CHILD WILL PICK A CEREAL, WILL PICK A BRAND,
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JUST BECAUSE THEY'VE BEEN EXPOSED TO IT.
00:09:43.140 --> 00:09:44.230
MAYBE FROM A TV COMMERCIAL.
00:09:44.250 --> 00:09:46.130
BUT BECAUSE THEIR BRAINS ARE NOT FULLY FORMED,
00:09:46.150 --> 00:09:49.010
THEY DON'T MAKE A LOT OF GOOD DECISIONS.
00:09:49.030 --> 00:09:50.270
SO THIS IS A REAL CONCERN THAT I HAVE
00:09:50.290 --> 00:09:53.160
IN TERMS OF THE WAY THINGS ARE BEING MARKETED.
00:09:53.180 --> 00:09:56.040
I ABSOLUTELY DO BELIEVE THAT THE CIGARETTE COMPANIES,
00:09:56.060 --> 00:09:58.270
THE TOBACCO INDUSTRY, IS TARGETING TEEN USERS
00:09:58.290 --> 00:10:02.150
AND YOUNG CHILDREN.
00:10:02.170 --> 00:10:04.030
IF THEY CAN CREATE A MARKET WITH A SEXY, SIZZLY WAY
00:10:04.050 --> 00:10:08.120
OF PUTTING FRUITY FLAVORS,
00:10:08.140 --> 00:10:10.140
MAKING IT LOOK LIKE CANDY,
00:10:10.160 --> 00:10:12.120
SOMETHING COOL YOU CAN DO,
00:10:12.140 --> 00:10:14.120
AND GET TEENS INTERESTED IN THAT AND BECOME VAPERS,
00:10:14.140 --> 00:10:18.210
WHICH EASILY CAN TRANSLATE TO SMOKERS LATER ON,
00:10:18.230 --> 00:10:22.060
THAT'S THE GAME.
00:10:22.080 --> 00:10:23.110
WOULD THEY EVER SAY THAT?
00:10:23.130 --> 00:10:24.280
NO, THEY WOULDN'T SAY THAT OUTRIGHT.
00:10:25.000 --> 00:10:26.250
- AFTER WE GRADUATED, ME AND A COUPLE OF MY FRIENDS
00:10:26.270 --> 00:10:28.250
WENT TO A PARTY ONE DAY AND THEY SAID HERE,
00:10:28.270 --> 00:10:31.020
TRY A CIGARETTE.
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I SAID WELL, I'VE BEEN SMOKING VAPORIZERS FOR A WHILE.
00:10:32.170 --> 00:10:34.180
I MIGHT AS WELL JUST ACTUALLY GIVE IT A TRY.
00:10:34.200 --> 00:10:36.220
AND I TRIED IT AND HE GAVE ME THE CAMEL CRUSH
00:10:36.240 --> 00:10:39.290
THAT HAD THE MINT IN IT.
00:10:40.010 --> 00:10:41.070
SO WHEN I INHALED IT, I DIDN'T FEEL THE BURN
00:10:41.090 --> 00:10:43.140
AND I WAS LIKE THIS ISN'T THAT BAD.
00:10:43.160 --> 00:10:45.220
'CAUSE YOU'RE SO USED TO USING VAPORIZERS
00:10:45.240 --> 00:10:48.020
THAT YOU'RE, YOU JUST GET USED TO INHALING THE SMOKE,
00:10:48.040 --> 00:10:51.180
EVENTUALLY TO THE POINT WHERE I STOPPED
00:10:51.200 --> 00:10:52.230
USING VAPORIZERS ALTOGETHER
00:10:52.250 --> 00:10:54.070
AND I STARTED SMOKING CIGARETTES.
00:10:54.090 --> 00:10:55.160
- THERE HAVE ALSO BEEN STUDIES THAT HAVE SHOWN
00:10:55.180 --> 00:10:57.150
THAT TEENAGERS WHO USE E-CIGARETTES
00:10:57.170 --> 00:11:00.140
ARE SEVEN TIMES MORE LIKELY TO BE USING
00:11:00.160 --> 00:11:02.200
REGULAR, TRADITIONAL CIGARETTES IN THE FUTURE
00:11:02.220 --> 00:11:04.280
OVER A TEENAGER WHO HAS NEVER VAPED.
00:11:05.000 --> 00:11:07.280
AND SO THAT CONVERSION INTO TRADITIONAL CIGARETTES
00:11:08.000 --> 00:11:12.030
OR EVEN HARDER DRUGS LIKE MARIJUANA,
00:11:12.050 --> 00:11:14.080
I THINK IS SOMETHING THAT WE'RE VERY CONCERNED ABOUT
00:11:14.100 --> 00:11:16.140
AND THE VIEW OF E-CIGARETTES OR VAPING
00:11:16.160 --> 00:11:19.270
AS A GATEWAY DRUG TOWARDS THESE HARDER THINGS
00:11:19.290 --> 00:11:22.200
IS A BIG PUBLIC HEALTH CONCERN FOR US AS WELL.
00:11:22.220 --> 00:11:25.040
- SO THE ORIGINAL PURPOSE OF E-CIGARETTES
00:11:25.060 --> 00:11:27.180
WAS TO HELP PEOPLE WHO WERE ADDICTED TO NICOTINE
00:11:27.200 --> 00:11:31.110
TO REDUCE THEIR NICOTINE CONSUMPTION.
00:11:31.130 --> 00:11:33.260
BUT WHAT HAS HAPPENED WITH THE WAY THIS IS MARKETED
00:11:33.280 --> 00:11:36.270
AND THE WAY THIS IS NOW BEING USED,
00:11:36.290 --> 00:11:39.010
THESE PRODUCTS ARE BEING USED
00:11:39.030 --> 00:11:40.100
BY PEOPLE WHO NEVER SMOKED TO BEGIN WITH.
00:11:40.120 --> 00:11:42.180
[DRAMATIC TONE]
00:11:42.200 --> 00:11:46.030
-[KELLY] WHAT WOULD YOU DO IF YOU WERE LOSING
00:11:46.050 --> 00:11:47.280
MILLIONS OF CUSTOMERS WORLDWIDE?
00:11:48.000 --> 00:11:50.130
WELL, YOU MIGHT MEET WITH A BRANDING AND MARKETING EXPERT
00:11:50.150 --> 00:11:53.170
TO EXPLORE WAYS TO BRING EXPLOSIVE NEW GROWTH
00:11:53.190 --> 00:11:56.290
TO A DYING INDUSTRY.
00:11:57.010 --> 00:11:59.110
MEET HOUSTON HOWARD.
00:11:59.130 --> 00:12:01.100
- SO IF BIG TOBACCO COMES TO ME
00:12:01.120 --> 00:12:03.080
AND I'M AN EVIL BRAND MANAGER
00:12:03.100 --> 00:12:04.230
AND THEY'RE LOOKING TO GROW THEIR BRAND
00:12:04.250 --> 00:12:06.220
AND GROW AWARENESS,
00:12:06.240 --> 00:12:08.010
THEN I THINK WHAT I WOULD TELL THEM TO DO,
00:12:08.030 --> 00:12:11.020
ONE, IS TO DON'T DO IT UNDER THEIR BRAND NAME.
00:12:11.040 --> 00:12:15.020
FIRST OF ALL, DON'T DO IT AS MARLBORO OR WINSTON.
00:12:15.040 --> 00:12:18.260
THEY HAVE HIGH BRAND AWARENESS,
00:12:18.280 --> 00:12:20.090
BUT THE HIGH BRAND AWARENESS ISN'T ALWAYS A GOOD THING.
00:12:20.110 --> 00:12:22.080
HITLER HAD HIGH BRAND AWARENESS.
00:12:22.100 --> 00:12:24.040
SO MY SUGGESTION WOULD BE TO CREATE A SUBSIDIARY BRAND.
00:12:24.060 --> 00:12:28.040
- WE KNEW THAT AT SOME POINT THEY WOULD GET INVOLVED
00:12:28.060 --> 00:12:30.190
AND THAT BIG TOBACCO AT SOME POINT WOULD START
00:12:30.210 --> 00:12:33.150
DISTRIBUTING THEIR OWN E-CIGS.
00:12:33.170 --> 00:12:35.240
IT WAS AN INDUSTRY YOU JUST COULDN'T
00:12:35.260 --> 00:12:37.100
TURN YOUR EYES AWAY FROM.
00:12:37.120 --> 00:12:39.020
IT WORKED.
00:12:39.040 --> 00:12:40.090
PEOPLE WERE ACTUALLY, THERE WERE REAL POSITIVE
00:12:40.110 --> 00:12:44.040
TESTIMONIALS COMING OUT OF THE INDUSTRY
00:12:44.060 --> 00:12:47.000
OF PEOPLE WHO WERE SUCCESSFULLY QUITTING SMOKING
00:12:47.020 --> 00:12:50.170
WITHOUT A GUM, WITHOUT A PATCH,
00:12:50.190 --> 00:12:53.150
AND THEY'RE QUITTING FOR GOOD.
00:12:53.170 --> 00:12:54.230
UNFORTUNATELY, THINGS HAPPENED
00:12:54.250 --> 00:12:56.040
AND A LOT OF THE BIG COMPANIES
00:12:56.060 --> 00:12:57.090
STARTED BUYING THESE E-CIGARETTES
00:12:57.110 --> 00:12:59.090
AND THEY STARTED USING THE SAME TACTICS
00:12:59.110 --> 00:13:01.120
AND STRATEGIES THEY USED FOR SMOKING
00:13:01.140 --> 00:13:03.010
BACK IN THE DAY AND BUT THEY STARTED
00:13:03.030 --> 00:13:05.020
DOING IT FOR YOUTH AGAIN.
00:13:05.040 --> 00:13:06.230
- JUUL IS NOW OWNED BY ONE OF THE BIG TOBACCO COMPANIES
00:13:06.250 --> 00:13:10.060
AND THEY HAVE, I THINK, 80% OF THE MARKET SHARE
00:13:10.080 --> 00:13:13.100
FOR E-CIGARETTES AND THEY HAVE BEEN AGGRESSIVELY
00:13:13.120 --> 00:13:17.120
MARKETING YOU KNOW, TO TEEN, TO YOUTH,
00:13:17.140 --> 00:13:21.170
WITH THESE FLAVORED TOBACCO PRODUCTS.
00:13:21.190 --> 00:13:24.060
-[BOY] IT'S THE MOST SUCCESSFUL E-CIG COMPANY
00:13:24.080 --> 00:13:25.230
TO HAVE EVER DISTRIBUTED E-CIGS.
00:13:25.250 --> 00:13:28.280
THEY HAVE THEIR OWN INTELLECTUAL PROPERTY.
00:13:29.000 --> 00:13:30.250
THEY HAVE, YOU KNOW, THEIR OWN,
00:13:30.270 --> 00:13:33.020
BIG INFRASTRUCTURE AND THEY HAVE
00:13:33.040 --> 00:13:36.110
ALL THEIR BIG BUDGETS, TOO.
00:13:36.130 --> 00:13:37.290
ALSO ARE WELL KNOWN FOR THEIR VERY KEEN MARKETING TACTICS
00:13:38.010 --> 00:13:44.030
AND MARKETING TO CHILDREN, TO TEENAGERS.
00:13:44.050 --> 00:13:48.190
AND I DON'T KNOW ALL THE DETAILS AROUND THAT.
00:13:48.210 --> 00:13:51.010
AND YOU KNOW, BUT I JUST KNOW THAT THAT'S LIKE
00:13:51.030 --> 00:13:54.000
THEIR REPUTATION IN THE INDUSTRY.
00:13:54.020 --> 00:13:55.260
- YEAH, THERE IS A DOWNSIDE TO VAPING AND TO JUULING.
00:13:55.280 --> 00:13:59.060
ALTHOUGH IT'S GOOD TO TURN PEOPLE FROM CIGARETTES
00:13:59.080 --> 00:14:03.220
TO VAPING OR JUULING, I FEEL THAT IT IS ALSO
00:14:03.240 --> 00:14:06.170
BRINGING A BAD HABIT FOR ADOLESCENTS OR YOUNG KIDS
00:14:06.190 --> 00:14:12.120
WHO JUST SEE IT AND WANNA DO IT
00:14:12.140 --> 00:14:15.060
'CAUSE THAT'S JUST THE GENERATION WE'RE IN RIGHT NOW.
00:14:15.080 --> 00:14:16.290
MONKEY SEE, MONKEY DO.
00:14:17.010 --> 00:14:19.160
AND I THINK THAT THAT'S NOT OKAY.
00:14:19.180 --> 00:14:22.130
- THE NEW DATA WE HAVE NATIONALLY
00:14:22.150 --> 00:14:23.180
SHOWS THAT VAPING, VAPING HAS GONE UP 900%.
00:14:23.200 --> 00:14:26.220
SO THAT'S A HUGE ISSUE.
00:14:26.240 --> 00:14:28.220
SO NOW THEY'RE SEEING IT AS A PUBLIC HEALTH CRISIS.
00:14:28.240 --> 00:14:30.270
IT'S BEYOND MONKEY SEE, MONKEY DO.
00:14:30.290 --> 00:14:32.270
IT'S MORE LIKE VIRAL OVERLOAD.
00:14:32.290 --> 00:14:40.170
- ALTHOUGH INDUSTRY LEADERS IN THE WORLD
00:14:40.190 --> 00:14:41.270
OF E-CIGARETTES CLAIM THAT
00:14:41.290 --> 00:14:43.020
THEY'RE NOT TARGETING A YOUNG MARKET,
00:14:43.040 --> 00:14:45.220
IT DOESN'T TAKE A ROCKET SCIENTIST
00:14:45.240 --> 00:14:47.260
TO SEE THEIR OBVIOUS TACTICS,
00:14:47.280 --> 00:14:50.240
CANDY COATING CANCER AND DEATH.
00:14:50.260 --> 00:14:54.030
[DRAMATIC TONE]
00:14:54.050 --> 00:15:00.050
- ONCE YOU HAVE THAT SUBSIDIARY BRAND,
00:15:00.070 --> 00:15:02.140
THEN ALL OF A SUDDEN YOU HAVE A CLEAR BRAND
00:15:02.160 --> 00:15:04.210
THAT DOESN'T HAVE ALL OF THE NEGATIVE CONNOTATIONS.
00:15:04.230 --> 00:15:06.240
AND THEN I WOULD TARGET A DIFFERENT DEMOGRAPHIC,
00:15:06.260 --> 00:15:09.210
A DEMOGRAPHIC OF YOUNGER PEOPLE.
00:15:09.230 --> 00:15:11.260
THEY HAVE FRESH EYES, FRESH EARS, FRESH HEARTS
00:15:11.280 --> 00:15:14.160
AND FRESH LUNGS AND THEN BE ABLE TO POSITION
00:15:14.180 --> 00:15:17.250
THOSE NEW BRANDS, SUCH AS JUUL,
00:15:17.270 --> 00:15:20.260
SUCH AS THESE OTHER E-CIGARETTE VAPING PRODUCTS,
00:15:20.280 --> 00:15:23.270
BE ABLE TO POSITION THEM WITH A COLOR,
00:15:23.290 --> 00:15:25.290
WITH A PACKAGING, WITH A USER EXPERIENCE
00:15:26.010 --> 00:15:28.290
THAT IS VERY YOUTHFUL WITH COLORS THAT PROMOTE FUN,
00:15:29.010 --> 00:15:34.150
FRIENDLY, HEALTHY AND BE ABLE TO COMMUNICATE SPECTACLE,
00:15:34.170 --> 00:15:39.110
THROUGH LIKE THE MORE SMOKE, MORE SMOKE, MORE SMOKE.
00:15:39.130 --> 00:15:42.180
- I FIND A LOT OF VAPE COMPANIES, PARTICULARLY JUUL,
00:15:42.200 --> 00:15:46.060
MAKE THEIR MARKETING EXCITABLE TO YOUNGER PEOPLE.
00:15:46.080 --> 00:15:50.090
PARTICULARLY BY DOING IT BY THEY
00:15:50.120 --> 00:15:52.120
HAVE ALMOST AN APPLE LIKE MARKETING STRATEGY.
00:15:52.140 --> 00:15:55.130
IT'S AESTHETICALLY PLEASING.
00:15:55.150 --> 00:15:57.110
IT'S COMPACT, IT'S EASY TO USE.
00:15:57.130 --> 00:16:00.030
IT'S GOT GAME FEATURES.
00:16:00.050 --> 00:16:01.260
YOU CONNECT IT TO YOUR PHONE.
00:16:01.280 --> 00:16:03.190
IT'S GOT THE WOW FACTOR.
00:16:03.210 --> 00:16:06.000
YOU'VE GOTTA ASK YOURSELF,
00:16:06.020 --> 00:16:07.070
WHY DOES SO MANY KIDS HAVE THESE DEVICES?
00:16:07.090 --> 00:16:10.030
I DON'T THINK IT'S ANY ACCIDENT AT ALL.
00:16:10.050 --> 00:16:11.280
- THERE ARE LAWS OF HOW BIG TOBACCO
00:16:12.000 --> 00:16:14.180
CAN OR CANNOT ADVERTISE ON THE RADIO
00:16:14.200 --> 00:16:18.140
OR THROUGH TELEVISION COMMERCIALS.
00:16:18.160 --> 00:16:20.020
WHAT'S AN INTERESTING GRAY AREA RIGHT NOW
00:16:20.040 --> 00:16:22.260
IS THE USE OF SOCIAL MEDIA.
00:16:22.280 --> 00:16:24.260
AND HOW SOCIAL MEDIAS CAN EVENTUALLY
00:16:24.280 --> 00:16:28.250
EVEN SKIRT THOSE TRADITIONAL LAWS
00:16:28.270 --> 00:16:31.200
THAT RESTRICT THE BIG TOBACCO COMPANIES
00:16:31.220 --> 00:16:35.120
FROM PROMOTING THEIR PRODUCT.
00:16:35.140 --> 00:16:39.020
-[GUY] BIG TOBACCO IS ABLE TO USE THINGS
00:16:39.040 --> 00:16:40.240
LIKE INSTAGRAM AND FACEBOOK AND SNAPCHAT.
00:16:40.260 --> 00:16:43.290
- ONE DAY I SAW ON MY INSTAGRAM
00:16:44.010 --> 00:16:46.210
THAT THERE WAS AN ADVERTISEMENT
00:16:46.230 --> 00:16:47.240
FOR THIS NEW PRODUCT CALLED A JUUL.
00:16:47.260 --> 00:16:49.160
SO I SAID OKAY, I'LL CHECK IT OUT.
00:16:49.180 --> 00:16:50.270
AND IT WAS SOMETHING THAT LIKE KIND OF BLEW MY MIND
00:16:50.290 --> 00:16:54.070
'CAUSE IT WAS LIKE, PORTABLE.
00:16:54.090 --> 00:16:56.020
IT LOOKED NICE AND SLEEK.
00:16:56.040 --> 00:16:58.150
- SO I'VE BEEN WORKING IN ADVERTISING
00:16:58.170 --> 00:17:00.030
FOR A FEW YEARS NOW.
00:17:00.050 --> 00:17:01.140
AND LET'S HYPOTHETICALLY SAY THAT JUUL CAME UP TO ME
00:17:01.160 --> 00:17:04.190
AND SAID OKAY, WE'VE GOT THIS NEW EXCITING PRODUCT.
00:17:04.210 --> 00:17:07.140
WE WANNA TARGET IT TO A YOUNGER PEOPLE.
00:17:07.160 --> 00:17:10.120
I WOULD DO EXACTLY WHAT THEY'RE DOING IN THEIR CAMPAIGNS.
00:17:10.140 --> 00:17:13.000
- IF YOU JUST LOOK AT THE CEREAL,
00:17:13.020 --> 00:17:14.140
LIKE THE CEREAL AISLE,
00:17:14.160 --> 00:17:15.290
GIVES YOU ALL THE STRATEGIES OF HOW TO TARGET CHILDREN.
00:17:16.010 --> 00:17:20.040
YOU TARGET CHILDREN WITH CANDY FLAVOR,
00:17:20.060 --> 00:17:22.200
YOU TARGET THEM WITH MARSHMALLOW FLAVOR.
00:17:22.220 --> 00:17:24.140
YOU TARGET THEM WITH SWEET.
00:17:24.160 --> 00:17:27.030
-[WOMAN] YOU CAN GET EVERYTHING FROM COCONUT TO MINT,
00:17:27.050 --> 00:17:29.050
FRUITY PEBBLES, CAPTAIN CRUNCH,
00:17:29.070 --> 00:17:32.010
FREAKING STARBUCKS.
00:17:32.030 --> 00:17:33.130
-[GUY] MANGO, YOU CAN GET GRAPE, YOU CAN GET CAPPUCCINO.
00:17:33.150 --> 00:17:35.150
- STRAWBERRIES, PANCAKES, CINNAMON SUGAR.
00:17:35.170 --> 00:17:38.010
MORE FRUITY FLAVORS, MORE CANDY FLAVORS.
00:17:38.030 --> 00:17:40.110
YOU KNOW, SKITTLES, YOU KNOW, VARIOUS CANDY BARS.
00:17:40.130 --> 00:17:43.200
I THINK THAT TIPS THE HAND AND SHOWS
00:17:43.220 --> 00:17:47.190
JUST HOW SPECIFICALLY THEY ARE TARGETING A NEW DEMOGRAPHIC.
00:17:47.210 --> 00:17:51.110
- A LOT OF THESE COOL CANDY FLAVORS
00:17:51.130 --> 00:17:53.040
ARE ATTRACTIVE TO THE YOUNGER GENERATION.
00:17:53.060 --> 00:17:56.090
AND THERE'S NOTHING HARMFUL ABOUT SMOKING A PEACH FLAVORED
00:17:56.110 --> 00:18:02.120
OR A SKITTLE FLAVORED, WITH NO NICOTINE.
00:18:02.140 --> 00:18:05.190
HOWEVER, IT IS, IN MY OPINION,
00:18:05.210 --> 00:18:08.070
A GATEWAY INTO THE NICOTINE FLAVORS
00:18:08.090 --> 00:18:10.110
WHICH IS WHERE IT ACTUALLY BECOMES A HARMFUL,
00:18:10.130 --> 00:18:12.170
A HARMFUL MARKETING STRATEGY.
00:18:12.190 --> 00:18:14.040
- A LOT OF THESE FLAVORS, IF YOU EAT THEM,
00:18:14.060 --> 00:18:16.050
YOU SWALLOW THEM, SO IN THE FOOD,
00:18:16.070 --> 00:18:17.250
THE WAY WE USUALLY GET THOSE FLAVORS,
00:18:17.270 --> 00:18:19.160
THEY ARE SAFE.
00:18:19.180 --> 00:18:20.170
THE FDA WILL TELL YOU THEY'RE SAFE.
00:18:20.190 --> 00:18:22.140
BUT WHEN YOU HEAT THEM, WHICH IS WHAT VAPING DOES,
00:18:22.160 --> 00:18:25.070
IT HEATS, IT HAS A HEATING ELEMENT IN IT,
00:18:25.090 --> 00:18:27.100
AND IT VAPORIZES THAT.
00:18:27.120 --> 00:18:28.270
AND WHEN YOU INHALE THAT THROUGH THE LUNGS,
00:18:28.290 --> 00:18:31.070
IT BECOMES CARCINOGENIC IN MANY OF THESE CHEMICALS.
00:18:31.090 --> 00:18:36.000
AND SO YOU MIGHT NOT BE GETTING NICOTINE
00:18:36.020 --> 00:18:38.250
IN THE NON-NICOTINE VAPING MATERIALS,
00:18:38.270 --> 00:18:41.140
BUT THE CARCINOGENS THAT ARE IN THOSE FLAVORINGS
00:18:41.160 --> 00:18:45.210
IS HURTING.
00:18:45.230 --> 00:18:46.280
AND IN FACT, THERE'S STUDIES THAT SHOW THAT
00:18:47.000 --> 00:18:48.240
VAPING, EVEN WITH THE NON-NICOTINE,
00:18:48.260 --> 00:18:50.280
IS DOING CELL DAMAGE.
00:18:51.000 --> 00:18:52.180
THAT THIS IS RUINING THE IMMUNE SYSTEM.
00:18:52.200 --> 00:18:55.070
SO YOU'RE GETTING MORE KIDS WITH ASTHMA,
00:18:55.090 --> 00:18:58.100
RESPIRATORY PROBLEMS.
00:18:58.120 --> 00:18:59.220
- I THINK IT'S A TERRIBLE THING.
00:18:59.240 --> 00:19:01.150
I THINK IT'S EXPOSING KIDS TO VERY HIGH DOSES
00:19:01.170 --> 00:19:07.130
OF A HIGHLY ADDICTIVE AND POTENTIALLY TOXIC SUBSTANCE.
00:19:07.150 --> 00:19:12.170
AND I THINK THE MEDICAL COMMUNITY IS OUTRAGED
00:19:12.190 --> 00:19:16.150
THAT THIS IS NOT BEING REGULATED
00:19:16.170 --> 00:19:18.190
AND NOT BEING CONTROLLED
00:19:18.210 --> 00:19:20.050
AND SO MANY KIDS HAVE ACCESS TO THIS.
00:19:20.070 --> 00:19:22.160
- KIDS SHARE VAPE DEVICES.
00:19:22.180 --> 00:19:24.240
SO IF SOMEBODY'S GOT ORANGE OVER HERE
00:19:24.260 --> 00:19:27.060
AND MANGO OVER HERE, YOU KNOW,
00:19:27.080 --> 00:19:29.060
COTTON CANDY OVER HERE,
00:19:29.080 --> 00:19:31.170
THEY SHARE THE DEVICES.
00:19:31.190 --> 00:19:33.220
WELL, SOME DEVICES MIGHT HAVE NICOTINE IN THEM.
00:19:33.240 --> 00:19:36.290
A TEEN DOESN'T EVEN KNOW THAT.
00:19:37.010 --> 00:19:38.270
SO YOU MAY BE GETTING EXPOSED TO NICOTINE
00:19:38.290 --> 00:19:41.090
AND WE KNOW THAT EXPOSURE TO NICOTINE
00:19:41.110 --> 00:19:44.130
AND TO DRUGS AT AN EARLY AGE
00:19:44.150 --> 00:19:46.240
IS A HIGH PREDICTOR THAT SOMEONE
00:19:46.260 --> 00:19:49.020
WILL HAVE ADDICTION LATER IN LIFE.
00:19:49.040 --> 00:19:50.230
KIDS WERE SMOKING JUUL'S BECAUSE OF THEIR
00:19:50.250 --> 00:19:55.050
FLAVORFUL PODS AND THEY DON'T KNOW ANY BETTER
00:19:55.070 --> 00:19:58.150
'CAUSE THEY'RE JUST LIKE OH, IT'S COOL.
00:19:58.170 --> 00:20:00.030
THEY DON'T KNOW THAT WHAT NICOTINE DOES.
00:20:00.050 --> 00:20:02.230
- THEY SEE AN OLDER BROTHER, A FAMILY MEMBER,
00:20:02.250 --> 00:20:05.190
A FATHER, ANYBODY, COUSIN,
00:20:05.210 --> 00:20:08.200
WHO THEY THINK IS A TRUSTED PERSON
00:20:08.220 --> 00:20:10.050
THAT THEY HAVE IN THEIR LIFE,
00:20:10.070 --> 00:20:11.190
THAT MODEL, THAT BEHAVIOR GETS MODELED AFTER THEM, RIGHT?
00:20:11.210 --> 00:20:14.220
SO THEY DO IT, TOO.
00:20:14.240 --> 00:20:16.010
AND THAT'S A PROBLEM.
00:20:16.030 --> 00:20:17.090
- I'M ALSO INFLUENCING SOMEONE TO JUUL
00:20:17.110 --> 00:20:19.250
AND THAT IS MY YOUNGER BROTHER.
00:20:19.270 --> 00:20:22.290
HE SEES ME DO IT AND HE'S NOT A CIGARETTE SMOKER.
00:20:23.010 --> 00:20:26.180
HE NEVER WAS A CIGARETTE SMOKER.
00:20:26.200 --> 00:20:28.140
HE THINKS IT'S GROSS.
00:20:28.160 --> 00:20:29.210
BUT AGAIN, JUULS ARE MUCH MORE COMFORTABLE
00:20:29.230 --> 00:20:33.190
AND HE EVEN SAID THAT HE WANTS TO BUY ONE.
00:20:33.210 --> 00:20:36.270
- YEAH, SO I RECENTLY HAD JUST
00:20:36.290 --> 00:20:39.030
STARTED SMOKING JUULS MAYBE END OF LAST YEAR,
00:20:39.050 --> 00:20:41.020
BEGINNING OF THIS YEAR.
00:20:41.040 --> 00:20:42.230
MY SISTER, ALESSANDRA, HAD ACTUALLY DRAWN ME TO IT.
00:20:42.250 --> 00:20:45.200
IT'S INCREDIBLE.
00:20:45.220 --> 00:20:46.290
IT'S DEFINITELY SOMETHING THAT I WOULDN'T IMAGINE
00:20:47.010 --> 00:20:50.090
SMOKING IN MY DAY.
00:20:50.110 --> 00:20:51.250
YOU KNOW, IT'S VERY FUTURISTIC
00:20:51.270 --> 00:20:55.160
AND THAT'S WHAT KIDS LIKE.
00:20:55.180 --> 00:20:56.290
SAYING THAT I'M A KID, TOO.
00:20:57.010 --> 00:20:59.130
- I DO FEEL RESPONSIBLE.
00:20:59.150 --> 00:21:02.000
FIRST, HE'S MY YOUNG BROTHER.
00:21:02.020 --> 00:21:04.020
YOU KNOW, HE'S THE BABY OF ALL FOUR OF US.
00:21:04.040 --> 00:21:06.160
AND I'M INFLUENCING, I INFLUENCE HIM A LOT ON,
00:21:06.180 --> 00:21:12.030
I'M SO STUCK.
00:21:12.050 --> 00:21:16.220
YEAH, SO I DO FEEL RESPONSIBLE.
00:21:16.240 --> 00:21:23.000
- THE QUESTION OF WHETHER HIGHER CONCENTRATIONS
00:21:23.020 --> 00:21:27.230
OF NICOTINE IN VAPING OR E-CIGARETTES
00:21:27.250 --> 00:21:30.230
COULD BE HARMFUL, THEY ABSOLUTELY CAN.
00:21:30.250 --> 00:21:34.180
NICOTINE IS A VERY,
00:21:34.200 --> 00:21:37.100
NOT ONLY IS IT A VERY HIGHLY ADDICTIVE SUBSTANCE,
00:21:37.120 --> 00:21:39.160
BUT IT'S HIGHLY TOXIC.
00:21:39.180 --> 00:21:43.190
YOU CAN HARM SOMEONE VERY SERIOUSLY
00:21:43.210 --> 00:21:46.210
BY ADMINISTERING THEM A HIGH DOSE OF NICOTINE.
00:21:46.230 --> 00:21:51.040
EVEN A YOUNG PERSON CAN HAVE A MASSIVE HEART ATTACK.
00:21:51.060 --> 00:21:53.240
IT COULD CAUSE STROKE.
00:21:53.260 --> 00:21:55.040
IN FACT, THERE'S A TERRORISM
00:21:55.060 --> 00:21:58.110
ASSOCIATED WITH THE USE OF HIGH DOSES OF NICOTINE.
00:21:58.130 --> 00:22:02.030
- JUST LIKE IN MY DAY WHEN YOU HAD JOE CAMEL
00:22:02.050 --> 00:22:04.260
ON A BILLBOARD OR WHEN YOU HAD LIKE
00:22:04.280 --> 00:22:06.150
THE MARLBORO PACKS WITH THE CANDY CIGARETTE STICKS,
00:22:06.170 --> 00:22:10.070
IT'S AN OLD TRICK REPACKAGED BY BIG TOBACCO
00:22:10.090 --> 00:22:14.020
TO GET THE YOUNGER GENERATION
00:22:14.040 --> 00:22:16.290
TO START USING NICOTINE PRODUCTS.
00:22:17.010 --> 00:22:19.110
YOU KNOW, THIS COOL STICK THAT PLUGS INTO A USB
00:22:19.130 --> 00:22:23.250
SO IT'S GOT THIS TECH SAVVY, COOL TECH FEEL TO IT.
00:22:23.270 --> 00:22:29.190
BUT SOMETHING YOU CAN ALSO SMOKE A SKITTLES FLAVOR OUT OF.
00:22:29.210 --> 00:22:33.000
JUST A LITTLE BIT OF NICOTINE.
00:22:33.020 --> 00:22:35.200
HARMLESS TO A 17 YEAR OLD
00:22:35.220 --> 00:22:37.160
BUT COMPOUNDED OVER YEARS
00:22:37.180 --> 00:22:40.150
COULD BE A DEATH SENTENCE.
00:22:40.170 --> 00:22:42.110
BUT IT CAN'T BE A DEATH SENTENCE
00:22:42.130 --> 00:22:44.220
UNLESS YOU START USING YOUNG, GET ADDICTED YOUNG,
00:22:44.240 --> 00:22:47.270
WHEN YOUR BRAIN IS THE MOST VULNERABLE.
00:22:47.290 --> 00:22:49.260
- A TEENAGER OR AN ADOLESCENT
00:22:49.280 --> 00:22:51.060
THAT GETS ADDICTED TO NICOTINE
00:22:51.080 --> 00:22:53.060
MAY HAVE COGNITIVE IMPAIRMENT,
00:22:53.080 --> 00:22:56.120
CHANGES IN THEIR MOOD, DEVELOPMENTAL HEALTH ISSUES,
00:22:56.140 --> 00:23:01.000
AND ALSO HAVE CHANGES TO THEIR PERSONALITY
00:23:01.020 --> 00:23:03.170
THAT WOULD NOT NECESSARILY HAPPEN
00:23:03.190 --> 00:23:05.000
IF THEY DIDN'T USE NICOTINE.
00:23:05.020 --> 00:23:08.180
- SINCE WE'RE LITTLE, WE DIDN'T UNDERSTAND THERE WAS
00:23:08.200 --> 00:23:10.050
NICOTINE AND OTHER CHEMICALS AND FLAVORING IN IT.
00:23:10.070 --> 00:23:12.120
SO HE WAS LIKE TRY IT.
00:23:12.140 --> 00:23:13.200
I TRIED IT AND I FELL IN LOVE WITH IT.
00:23:13.220 --> 00:23:16.070
SO MUCH THAT I WENT INTO THE STORE,
00:23:16.090 --> 00:23:18.070
BEFRIENDED THE GUY AND I BECAME THE SCHOOL'S DEALER
00:23:18.090 --> 00:23:20.230
FOR E-CIGARETTES.
00:23:20.250 --> 00:23:22.030
AND I WOULD ALWAYS TAKE THEM THERE AFTER SCHOOL,,
00:23:22.050 --> 00:23:24.060
TELL THEM TO GIVE ME $15.
00:23:24.080 --> 00:23:25.190
10 FOR THE CIGARETTE, FIVE FOR ME.
00:23:25.210 --> 00:23:27.220
I'D KEEP A PROFIT.
00:23:27.240 --> 00:23:29.010
I'D GO AND GET THEM WHATEVER FLAVOR THEY WANT
00:23:29.030 --> 00:23:30.270
AND I DID IT FOR ABOUT TWO YEARS
00:23:30.290 --> 00:23:33.210
UNTIL THE STORE GOT RAIDED BY THE POLICE.
00:23:33.230 --> 00:23:36.060
I WAS ONLY EIGHT OR NINE YEARS OLD
00:23:36.080 --> 00:23:37.160
WHEN THIS GUY WAS SELLING E-CIGARETTES.
00:23:37.180 --> 00:23:39.140
AND HE WASN'T ID'ING AT ALL
00:23:39.160 --> 00:23:41.020
BECAUSE THAT'S HOW I STARTED WITH ZERO NICOTINE
00:23:41.040 --> 00:23:42.230
AND THEN I EXPERIMENTED WITH THE ACTUAL,
00:23:42.250 --> 00:23:44.200
LIKE LOWEST, WHICH WAS 3% NICOTINE.
00:23:44.220 --> 00:23:47.000
AND THEN I SLOWLY STARTED SAYING
00:23:47.020 --> 00:23:49.170
NICOTINE'S NOT THAT BAD.
00:23:49.190 --> 00:23:50.260
AND THEN SLOWLY AFTER WE GREW UP AND LEARNED,
00:23:50.280 --> 00:23:52.230
WE WERE LIKE THAT WAS KIND OF A GATEWAY
00:23:52.250 --> 00:23:54.250
AND I KIND OF FEEL BAD FOR ACTUALLY DEALING
00:23:54.270 --> 00:23:56.280
THAT KIND OF STUFF 'CAUSE IT'S LIKE OH,
00:23:57.000 --> 00:23:58.150
I WAS THE GUY THAT THE PARENTS TOLD THEM DON'T TALK TO.
00:23:58.170 --> 00:24:01.250
[CHUCKLING]
00:24:01.270 --> 00:24:03.280
AND I WAS LIKE THE NICEST KID, TOO.
00:24:04.000 --> 00:24:05.250
EVERYBODY WAS LIKE OH, HE'S SUPER NICE,
00:24:05.270 --> 00:24:07.110
HE'S REALLY COOL.
00:24:07.130 --> 00:24:08.130
BUT REALLY I'M THE GUY WHO'S DEALING
00:24:08.150 --> 00:24:09.200
NICOTINE CIGARETTES TO ALL THE KIDS.
00:24:09.220 --> 00:24:12.070
- SO TO SAY THAT NICOTINE DOESN'T HURT YOU,
00:24:12.090 --> 00:24:15.160
WE HAVE DIRECT CAUSAL DATA THAT SHOWS
00:24:15.180 --> 00:24:17.040
THAT NICOTINE CAUSES CANCERS,
00:24:17.060 --> 00:24:19.100
CAUSES HEART DISEASE, CAUSES YOU KNOW,
00:24:19.120 --> 00:24:21.250
IS INVOLVED IN DIABETES AND INVOLVED IN
00:24:21.270 --> 00:24:24.050
SO MANY CIRCULATORY PROBLEMS.
00:24:24.070 --> 00:24:25.270
IT HAS MASSIVE DAMAGE TO THE BODY.
00:24:25.290 --> 00:24:28.110
- I THINK THERE ARE HEALTH HAZARDS
00:24:28.130 --> 00:24:29.220
IN SMOKING ANYTHING.
00:24:29.240 --> 00:24:31.250
REGARDLESS OF WHETHER IT HAS NICOTINE OR NOT.
00:24:31.270 --> 00:24:34.090
TO RUIN YOUR LIFE OVER SOMETHING THAT
00:24:34.110 --> 00:24:35.140
SEEING IT'S JUST LIKE,
00:24:35.160 --> 00:24:36.290
SOMETHING THAT YOU DO WHEN YOU'RE SOCIAL.
00:24:37.010 --> 00:24:38.110
IT'S TERRIBLE.
00:24:38.130 --> 00:24:39.220
- YOU SIMPLY DON'T KNOW WHAT THE LONG TERM EFFECTS
00:24:39.240 --> 00:24:41.010
OF VAPING ARE.
00:24:41.030 --> 00:24:42.120
IT'S KIND OF COUNTERPRODUCTIVE
00:24:42.140 --> 00:24:45.010
TO MY BUSINESSES BUT IT'S THE TRUTH.
00:24:45.030 --> 00:24:47.190
WE DON'T KNOW WHAT THE LONG TERM EFFECTS ARE
00:24:47.210 --> 00:24:50.270
OF THE MOISTURE CONTENT IN THE LUNGS.
00:24:50.290 --> 00:24:53.220
KIND OF LIKE CIGARETTES, BACK IN THE 50s,
00:24:53.240 --> 00:24:56.070
WHEN EVERYONE THOUGHT THAT THEY WERE HEALTHY.
00:24:56.090 --> 00:24:58.060
SO DO WE KNOW?
00:24:58.080 --> 00:24:59.140
NO, BUT IT'S PRUDENT OF US TO FIGURE IT OUT.
00:24:59.160 --> 00:25:03.190
- I THINK YOU'RE GONNA SEE,
00:25:03.210 --> 00:25:04.270
AS THE RESEARCH BEGINS TO BECOME VERY ROBUST
00:25:04.290 --> 00:25:07.150
IN THE AREA OF VAPING, E-CIGARETTES,
00:25:07.170 --> 00:25:10.100
YOU'RE GOING TO SEE A LOT OF THE DANGERS
00:25:10.120 --> 00:25:13.030
THAT WE SAW WITH SMOKING.
00:25:13.050 --> 00:25:15.220
A LOT OF THE DANGERS WE SAW WITH SMOKING
00:25:15.240 --> 00:25:17.090
WILL BE SIMILAR.
00:25:17.110 --> 00:25:19.120
I DON'T THINK THIS IS HELPING THE HEALTH OF ANYBODY.
00:25:19.140 --> 00:25:22.010
-[GUY] WE'RE TOLD ALL THESE THINGS
00:25:22.030 --> 00:25:23.110
WITHOUT FACTUAL EVIDENCE.
00:25:23.130 --> 00:25:24.220
WE'RE TOLD THAT IT'S HEALTHIER, THAT IT'S BETTER.
00:25:24.240 --> 00:25:27.040
YOU KNOW, IT'S CHEAPER AND HAS A DIFFERENT DESIGN.
00:25:27.060 --> 00:25:30.010
I THINK IT'S JUST HISTORY GOING TO REPEAT ITSELF
00:25:30.030 --> 00:25:33.060
AND THEN EVENTUALLY WE'RE GOING TO FIND OUT
00:25:33.080 --> 00:25:34.190
THAT IT IS, IN DOUBT, WORSE THAN CIGARETTES.
00:25:34.210 --> 00:25:38.080
[DRAMATIC TONE]
00:25:38.100 --> 00:25:46.050
- YOU LOOK AT WHAT HAPPENED IN THE TOBACCO INDUSTRY
00:25:46.070 --> 00:25:48.120
AND WHAT SCHOOLS DID ACROSS THE NATION TO STOP THIS
00:25:48.140 --> 00:25:52.060
AND TO HELP KIDS CHANGE BEHAVIOR,
00:25:52.080 --> 00:25:54.020
AND WE HAVE TO USE THOSE SAME TYPES OF TACTICS
00:25:54.040 --> 00:25:55.250
FOR VAPING.
00:25:55.270 --> 00:25:58.040
THE SAME THINGS WORK FOR THAT AS WELL
00:25:58.060 --> 00:26:00.070
BUT WE NEED TO EDUCATE, WE NEED TO TRAIN.
00:26:00.090 --> 00:26:02.120
- I THINK PARENT AWARENESS IS A BIG STRATEGY
00:26:02.140 --> 00:26:05.180
THAT HASN'T BEEN ADDRESSED BECAUSE THIS IS
00:26:05.200 --> 00:26:07.230
SUCH A NEW PHENOMENON THAT MANY PARENTS
00:26:07.250 --> 00:26:09.240
ARE UNAWARE AND SO I THINK WITH THE PRESS
00:26:09.260 --> 00:26:13.240
AND THE MEDIA COVERAGE AROUND THE EMERGING EPIDEMIC,
00:26:13.260 --> 00:26:17.270
NOW PARENTS ARE SORT OF GETTING ON THE BALL
00:26:17.290 --> 00:26:19.180
AND RECOGNIZING THAT OH, THEIR CHILD'S ERRATIC BEHAVIOR
00:26:19.200 --> 00:26:23.050
OR CHANGE ALL OF A SUDDEN COULD BE BECAUSE
00:26:23.070 --> 00:26:25.140
THEY'RE VAPING AT SCHOOL.
00:26:25.160 --> 00:26:28.150
- NICOTINE IS ONE OF THE MOST ADDICTIVE SUBSTANCES ON EARTH.
00:26:28.170 --> 00:26:33.000
IT IS IMPORTANT THAT WE DON'T FALL FOR
00:26:33.020 --> 00:26:34.240
THE HEALTHY ALTERNATIVE LIES
00:26:34.260 --> 00:26:37.230
THAT ARE BEING SOLD BY AN INDUSTRY
00:26:37.250 --> 00:26:39.190
THAT HAS BROUGHT ABOUT SO MUCH DEATH AND DESTRUCTION.
00:26:39.210 --> 00:26:43.230
HELP YOUR KIDS SEE PAST BIG TOBACCO'S SMOKE AND MIRRORS,
00:26:43.250 --> 00:26:48.050
HIGH TECH DEVICES AND CANDY FLAVORED CANCER
00:26:48.070 --> 00:26:51.280
BEFORE IT'S TOO LATE.
00:26:52.000 --> 00:26:54.200
I'M KELLY WRIGHT AND TOGETHER,
00:26:54.220 --> 00:26:57.100
WE'RE TAKING CARE OF BUSINESS.
00:26:57.120 --> 00:27:00.160
- I DID QUIT.
00:27:00.180 --> 00:27:02.020
AFTER I GRADUATED I DECIDED THAT
00:27:02.040 --> 00:27:05.040
I DIDN'T WANT IT TO BE A SOCIAL THING FOR ME.
00:27:05.060 --> 00:27:06.280
I DIDN'T NEED IT TO CONNECT WITH ANYBODY ELSE.
00:27:07.000 --> 00:27:09.060
I WAS ABLE TO FIND MY GROUP OF FRIENDS
00:27:09.080 --> 00:27:10.210
AND SOME PEOPLE WHO STILL CONTINUE TO DO IT.
00:27:10.230 --> 00:27:13.030
AND THERE WERE OTHERS WHO DIDN'T.
00:27:13.050 --> 00:27:15.020
AND I REALIZED THAT I DIDN'T NEED TO DO IT
00:27:15.040 --> 00:27:16.250
TO BE A PART OF ANYTHING.
00:27:16.270 --> 00:27:19.280
[PEACEFUL MUSIC]
00:27:20.000 --> 00:27:24.210
-[NARRATOR] SMOKING HAS BEEN AROUND FOR CENTURIES
00:27:24.230 --> 00:27:27.160
AND HAS BECOME A VERY PREVALENT ADDICTION IN OUR SOCIETY.
00:27:27.180 --> 00:27:31.060
IT IS NOW UNIVERSALLY KNOWN THAT SMOKING
00:27:31.080 --> 00:27:33.220
IS VERY HARMFUL TO YOUR HEALTH.
00:27:33.240 --> 00:27:35.290
MANY ALTERNATIVES HAVE BEEN CREATED
00:27:36.010 --> 00:27:38.050
TO HELP CURB THE ADDICTION OF SMOKING
00:27:38.070 --> 00:27:40.180
AND ONE OF THESE HAS RISEN ABOVE THE REST, VAPING.
00:27:40.200 --> 00:27:44.090
JUST LIKE SMOKING, E-CIGARETTES HAVE BEEN CREATIVELY
00:27:44.110 --> 00:27:47.100
MARKETED AS AN ALTERNATIVE WAY TO SLOWLY DECREASE
00:27:47.120 --> 00:27:50.110
A PERSON'S USE OF TOBACCO,
00:27:50.130 --> 00:27:52.030
ESPECIALLY FOR ADULTS.
00:27:52.050 --> 00:27:53.220
UNFORTUNATELY, THE SAME CAN'T BE SAID FOR OUR YOUTH.
00:27:53.240 --> 00:27:57.070
TEENAGERS ARE CLEARLY ATTRACTED TO THE
00:27:57.090 --> 00:27:59.070
MARKETABLE TECHNOLOGY AND FLAVORINGS
00:27:59.090 --> 00:28:01.100
SEEN IN VAPING DEVICES,
00:28:01.120 --> 00:28:02.290
WHICH CAN BE A CATALYST FOR CIGARETTE SMOKING
00:28:03.010 --> 00:28:04.280
AMONG KIDS WHO HAVE PREVIOUSLY BEEN CLASSIFIED
00:28:05.000 --> 00:28:07.120
AS LOW RISK.
00:28:07.140 --> 00:28:08.210
FOR MORE INFORMATION ON EDUCATING YOUNG PEOPLE
00:28:08.230 --> 00:28:11.180
ABOUT THE DANGERS OF SMOKING AND VAPING,
00:28:11.200 --> 00:28:13.190
CALL THE AMERICAN CANCER SOCIETY OR GO ONLINE
00:28:13.210 --> 00:28:16.150
AT CANCER.ORG.
00:28:16.170 --> 00:28:20.260
TAKING CARE OF BUSINESS
00:28:20.280 --> 00:28:21.240

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