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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
  • 00:00:07.120 --> 00:00:10.100
  • TAKIN' CARE OF BUSINESS
  • 00:00:10.120 --> 00:00:14.170
  • [UPBEAT MUSIC]
  • 00:00:14.190 --> 00:00:23.090
  • - NOT SO MANY YEARS AGO,
  • 00:00:23.110 --> 00:00:24.230
  • AMERICA WAS FASCINATED BY THE SIMPLE, LITTLE CIGARETTE.
  • 00:00:24.250 --> 00:00:30.260
  • SMOKING CAPTIVATED THE IMAGINATIONS
  • 00:00:30.280 --> 00:00:33.190
  • OF COUNTLESS MILLIONS AROUND THE GLOBE.
  • 00:00:33.210 --> 00:00:36.170
  • CIGARETTES EMBODIED MASCULINITY
  • 00:00:36.190 --> 00:00:39.060
  • AND THEY WERE THE PINNACLE OF STATUS
  • 00:00:39.080 --> 00:00:41.000
  • AND FASHION AMONG WOMEN AND NOTHING CAPTURED
  • 00:00:41.020 --> 00:00:44.180
  • THE SPIRIT OF THE REBEL LIKE A SMOLDERING CIGARETTE.
  • 00:00:44.200 --> 00:00:49.100
  • - JUST GO BACK TO THE ROARING 20s
  • 00:00:49.120 --> 00:00:50.230
  • WHEN THERE WERE THESE BEAUTIFUL, FLASHING PARTIES.
  • 00:00:50.250 --> 00:00:55.020
  • - GROWING UP, I ALWAYS WATCHED FILMS AND TVS
  • 00:00:55.040 --> 00:00:57.150
  • WHEN, LIKE TV SHOWS, WHEN PEOPLE WOULD SMOKE CIGARETTES,
  • 00:00:57.170 --> 00:01:00.140
  • AND I ALWAYS SAW THAT ATTRACTION TO IT.
  • 00:01:00.160 --> 00:01:03.160
  • IT'S LIKE HEY, LOOKS COOL.
  • 00:01:03.180 --> 00:01:04.290
  • - YOU KNOW, YOU SEE THESE WOMEN
  • 00:01:05.010 --> 00:01:06.180
  • WITH EXTENDED CIGARETTES.
  • 00:01:06.200 --> 00:01:08.150
  • THEN THE BEAUTIFUL GLOVES ON THEIR HANDS
  • 00:01:08.170 --> 00:01:10.180
  • THEN YOU SEE THE MEN ROLLING THEIR OWN CIGARETTES.
  • 00:01:10.200 --> 00:01:13.090
  • -[GUY] AND IF YOU WANNA BE COOL LIKE THE MARLBORO MAN
  • 00:01:13.110 --> 00:01:15.100
  • THEN YOU NEED TO SMOKE LIKE THE MARLBORO MAN.
  • 00:01:15.120 --> 00:01:16.270
  • - IT'S LIKE SOMETHING THAT COOL PEOPLE DO.
  • 00:01:16.290 --> 00:01:19.020
  • I WANNA DO THAT WHEN I GET OLDER.
  • 00:01:19.040 --> 00:01:20.180
  • - AS CRAZY AS IT SOUNDS TODAY,
  • 00:01:20.200 --> 00:01:22.170
  • DOCTORS AND HEALTH PROFESSIONALS
  • 00:01:22.190 --> 00:01:24.150
  • TOUTED THE BENEFITS OF SMOKING
  • 00:01:24.170 --> 00:01:26.180
  • WITH SLOGANS LIKE, "DON'T BE FOOLISH.
  • 00:01:26.200 --> 00:01:28.280
  • "TAKE YOUR DOCTOR'S ADVICE AND SMOKE A FRESH CIGARETTE."
  • 00:01:29.000 --> 00:01:35.180
  • - I REMEMBER THERE WAS AN ADVERTISEMENT FOR CAMEL
  • 00:01:35.200 --> 00:01:38.060
  • THAT RONALD REAGAN WAS THE LEAD ACTOR IN THAT.
  • 00:01:38.080 --> 00:01:40.280
  • IN FACT, IT WAS SUGGESTED THAT SMOKING CIGARETTES
  • 00:01:41.000 --> 00:01:45.050
  • COULD HAVE BENEFICIAL EFFECTS ON ASTHMA.
  • 00:01:45.070 --> 00:01:47.220
  • THAT'S COMPLETELY LUDICROUS.
  • 00:01:47.240 --> 00:01:49.280
  • IT MAKES ABSOLUTELY NO SENSE.
  • 00:01:50.000 --> 00:01:51.200
  • IT'S ALL A CONTRARY.
  • 00:01:51.220 --> 00:01:53.090
  • IT MAKES ASTHMA MUCH WORSE.
  • 00:01:53.110 --> 00:01:55.280
  • - NOW THAT WE HAVE HISTORICAL DATA,
  • 00:01:56.000 --> 00:01:57.270
  • WE CAN LOOK BACK ON THOSE OLD CIGARETTE ADS
  • 00:01:57.290 --> 00:02:00.060
  • AND OBVIOUSLY THEY SEEM RIDICULOUS IN CONTEXT,
  • 00:02:00.080 --> 00:02:03.280
  • BUT THEN, NOBODY KNEW ANY DIFFERENT.
  • 00:02:04.000 --> 00:02:06.100
  • - WELL FINALLY, WE CAME TO OUR SENSES
  • 00:02:06.120 --> 00:02:08.050
  • AND REALIZED THAT SMOKING WAS A DEATH SENTENCE.
  • 00:02:08.070 --> 00:02:13.230
  • BIG TOBACCO WENT INTO A TAILSPIN
  • 00:02:13.250 --> 00:02:15.290
  • UNTIL THEY COULD FIND A NEW WAY TO TRICK THE WORLD
  • 00:02:16.010 --> 00:02:19.210
  • INTO A DEADLY OLD ADDICTION.
  • 00:02:19.230 --> 00:02:28.010
  • - I DIDN'T WANT TO SMOKE.
  • 00:02:28.030 --> 00:02:29.030
  • I WAS OFF PUT BY SMOKING BY THE SMELL
  • 00:02:29.050 --> 00:02:32.240
  • MOST SMOKING PRODUCTS, SUCH AS TOBACCO.
  • 00:02:32.260 --> 00:02:35.090
  • YOU KNOW, SO WHEN IT COMES TO TOBACCO,
  • 00:02:35.110 --> 00:02:37.030
  • IT STICKS TO YOUR CLOTHES,
  • 00:02:37.050 --> 00:02:39.030
  • IT'S A GRANDPA SMELLING KIND OF THING.
  • 00:02:39.050 --> 00:02:43.150
  • - IF YOU SMOKE CIGARETTES, YOU WILL GET CANCER.
  • 00:02:43.170 --> 00:02:46.150
  • YOU START AGING RAPIDLY, WEIGHT LOSS,
  • 00:02:46.170 --> 00:02:49.100
  • STUFF LIKE THAT.
  • 00:02:49.120 --> 00:02:50.140
  • - WHEN I TOOK THE FIRST CIGARETTE PUFF,
  • 00:02:50.160 --> 00:02:54.050
  • IT WAS REALLY UNCOMFORTABLE.
  • 00:02:54.070 --> 00:02:57.010
  • THERE WAS NOTHING REALLY APPEALING ABOUT IT.
  • 00:02:57.030 --> 00:02:59.000
  • - I THINK TOBACCO CESSATION IN YOUTH
  • 00:02:59.020 --> 00:03:01.270
  • HAS BEEN A REALLY PROUD ACCOMPLISHMENT OF PUBLIC HEALTH,
  • 00:03:01.290 --> 00:03:05.210
  • ACTUALLY, OVER THE LAST 20 YEARS.
  • 00:03:05.230 --> 00:03:07.110
  • YOUTH SMOKING REALLY DECLINED AS, YOU KNOW,
  • 00:03:07.130 --> 00:03:12.070
  • RECENTLY AS MAYBE FIVE OR 10 YEARS AGO
  • 00:03:12.090 --> 00:03:14.100
  • TO WHERE IT WAS BELOW 5% OF THE YOUTH POPULATION.
  • 00:03:14.120 --> 00:03:17.130
  • - KIDS IN MY GENERATION HAVE ALWAYS BEEN OFF PUT
  • 00:03:17.150 --> 00:03:19.250
  • BY THE TRADITIONAL CIGARETTE.
  • 00:03:19.270 --> 00:03:21.070
  • AND THEY ALWAYS TOLD US THAT TOBACCO IS BAD FOR YOU.
  • 00:03:21.090 --> 00:03:24.030
  • IT'S GONNA MAKE YOU ILL
  • 00:03:24.050 --> 00:03:25.060
  • AND MAKE YOU TALK LIKE A ROBOT.
  • 00:03:25.080 --> 00:03:27.000
  • AND YOU KNOW, JUST STUPID THINGS.
  • 00:03:27.020 --> 00:03:29.280
  • YOU'RE GONNA GET A HOLE IN YOUR THROAT
  • 00:03:30.000 --> 00:03:31.120
  • THEN YOU'RE GONNA SMOKE OUT OF THE HOLE IN YOUR THROAT.
  • 00:03:31.140 --> 00:03:33.040
  • AS FAR AS I KNOW, NOBODY SMOKES LIKE A ROBOT
  • 00:03:33.060 --> 00:03:34.270
  • AFTER SMOKING SOME JUULS.
  • 00:03:34.290 --> 00:03:36.240
  • SO, AND IT'S STARTING,
  • 00:03:36.260 --> 00:03:38.230
  • AS FAR AS I KNOW, THE SAME BENEFITS
  • 00:03:38.250 --> 00:03:41.060
  • AS WHAT A TOBACCO CIGARETTE WOULD DO
  • 00:03:41.080 --> 00:03:42.070
  • EXCEPT YOU DON'T SMELL LIKE [BEEP].
  • 00:03:42.090 --> 00:03:44.220
  • YOU SMELL LIKE MANGOES.
  • 00:03:44.240 --> 00:03:46.000
  • - UNFORTUNATELY, ABOUT 10 YEARS AGO,
  • 00:03:46.020 --> 00:03:48.080
  • ON THE SCENE CAME E-CIGARETTES
  • 00:03:48.100 --> 00:03:50.210
  • WHICH WAS ORIGINALLY MARKETED AS AN ALTERNATIVE
  • 00:03:50.230 --> 00:03:54.070
  • TO TRADITIONAL OR COMBUSTIBLE CIGARETTE SMOKING.
  • 00:03:54.090 --> 00:03:56.280
  • - AROUND 2007 OR EIGHT, A SMOKE SHOP OPENED DOWN THE STREET
  • 00:03:57.000 --> 00:04:02.150
  • OWNED BY AN OLDER MIDDLE-EASTERN MAN.
  • 00:04:02.170 --> 00:04:06.170
  • AND SOMEBODY IN OUR SCHOOL WENT IN AND BOUGHT
  • 00:04:06.190 --> 00:04:09.160
  • ONE OF THE FIRST ELECTRONIC CIGARETTES.
  • 00:04:09.180 --> 00:04:11.270
  • SO THEY LOOKED LIKE THE ACTUAL CIGARETTES,
  • 00:04:11.290 --> 00:04:13.170
  • BUT JUST LIKE HAD A LIGHT AT THE END
  • 00:04:13.190 --> 00:04:15.050
  • AND JUST INHALE IT FROM THE TOP.
  • 00:04:15.070 --> 00:04:17.170
  • AND HE BROUGHT IT IN.
  • 00:04:17.190 --> 00:04:18.110
  • HE SAYS LOOK WHAT I HAVE.
  • 00:04:18.130 --> 00:04:19.280
  • I WAS LIKE IS THAT A CIGARETTE?
  • 00:04:20.000 --> 00:04:21.060
  • HE SAID NO, IT'S AN ELECTRONIC ONE, TRY IT.
  • 00:04:21.080 --> 00:04:23.040
  • TRIED IT AND IT WAS A PEACH FLAVOR
  • 00:04:23.060 --> 00:04:24.240
  • AND IT WAS LIKE THE MOST AMAZING THING EVER.
  • 00:04:24.260 --> 00:04:27.290
  • IT WAS JUST LIKE, OH MY GOD,
  • 00:04:28.010 --> 00:04:28.280
  • IT'S LIKE A MINI SMOKE MACHINE.
  • 00:04:29.000 --> 00:04:31.000
  • AND BUT WHEN YOU'RE LITTLE YOU DON'T THINK ABOUT
  • 00:04:31.020 --> 00:04:33.040
  • THE STIGMA, YOU DON'T THINK OF LIKE THE SIDE EFFECTS
  • 00:04:33.060 --> 00:04:35.230
  • OR ANYTHING, YOU JUST THINK THIS IS REALLY COOL.
  • 00:04:35.250 --> 00:04:38.040
  • -[REPORTER] THE LAST YEAR OR TWO,
  • 00:04:38.060 --> 00:04:39.210
  • TEENAGE VAPING HAS BECOME AN EPIDEMIC.
  • 00:04:39.230 --> 00:04:41.200
  • ALMOST WITH RATES OF 20% OR SO IN THE LAST YEAR,
  • 00:04:41.220 --> 00:04:47.170
  • WHICH WAS A DOUBLING RATE,
  • 00:04:47.190 --> 00:04:49.260
  • WHICH WAS VERY CONCERNING.
  • 00:04:49.280 --> 00:04:51.070
  • -[GIRL] MY FIRST EXPERIENCE SMOKING A JUUL,
  • 00:04:51.090 --> 00:04:54.200
  • IT WAS MORE COMFORTABLE THAN A CIGARETTE.
  • 00:04:54.220 --> 00:04:58.040
  • IT WAS MORE APPEALING THAN A CIGARETTE.
  • 00:04:58.060 --> 00:05:02.040
  • -[BOY] I GRADUATED HIGH SCHOOL MAYBE TWO YEARS AGO.
  • 00:05:02.060 --> 00:05:04.110
  • AND NOBODY IN MY HIGH SCHOOL WANTED TO SMOKE CIGARETTES.
  • 00:05:04.130 --> 00:05:06.240
  • THEY WERE SMOKING JUULS.
  • 00:05:06.260 --> 00:05:08.180
  • SO LIKE CIGARETTES, BAD FOR THE ENVIRONMENT,
  • 00:05:08.200 --> 00:05:10.030
  • BAD FOR YOUR LUNGS, BAD, BAD, BAD, BAD.
  • 00:05:10.050 --> 00:05:12.050
  • BUT THIS JUUL, YOU KNOW, SAME BENEFITS AS WHAT YOU WOULD
  • 00:05:12.070 --> 00:05:16.040
  • SAY A CIGARETTE WOULD DO,
  • 00:05:16.060 --> 00:05:17.050
  • BUT YOU KNOW, LESS REPULSIVE.
  • 00:05:17.070 --> 00:05:19.010
  • AND DEFINITELY MORE CONVENIENT.
  • 00:05:19.030 --> 00:05:20.220
  • - I STARTED VAPING BACK IN,
  • 00:05:20.240 --> 00:05:23.210
  • I THINK IT WAS 10TH GRADE.
  • 00:05:23.230 --> 00:05:25.290
  • IT SEEMED TO BE LIKE A NEW FAD.
  • 00:05:26.010 --> 00:05:27.230
  • IT WAS A NEW TREND IN HIGH SCHOOL AND I THOUGHT
  • 00:05:27.250 --> 00:05:30.160
  • IF THIS IS GONNA BE A NEW SOCIAL THING,
  • 00:05:30.180 --> 00:05:32.000
  • THEN I MIGHT AS WELL ALSO JOIN IN.
  • 00:05:32.020 --> 00:05:33.170
  • IT WAS FUN AND I GUESS IN A SENSE IT WAS FREEING
  • 00:05:33.190 --> 00:05:36.130
  • BECAUSE WE WERE ALL LIKE BREAKING THE RULES.
  • 00:05:36.150 --> 00:05:38.270
  • WE WERE ALL REBELLING TOGETHER.
  • 00:05:38.290 --> 00:05:40.200
  • [DRAMATIC TONE]
  • 00:05:40.220 --> 00:05:45.190
  • -[KELLY] YOU MAY BE SURPRISED TO FIND OUT
  • 00:05:45.210 --> 00:05:47.160
  • THAT A PIONEER OF THE E-CIGARETTE INDUSTRY
  • 00:05:47.180 --> 00:05:50.130
  • ACTUALLY HAD GOOD INTENTIONS.
  • 00:05:50.150 --> 00:05:53.020
  • YOU SEE, HE REALIZED THAT BIG TOBACCO
  • 00:05:53.040 --> 00:05:54.280
  • WAS PROFITING OFF OF THE NICOTINE CESSATION PROGRAMS
  • 00:05:55.000 --> 00:05:58.240
  • LIKE PATCHES AND GUMS,
  • 00:05:58.260 --> 00:06:00.280
  • AND THEY JUST DIDN'T WORK.
  • 00:06:01.000 --> 00:06:02.210
  • SO HE HAD ANOTHER IDEA IN MIND.
  • 00:06:02.230 --> 00:06:05.190
  • MEET ANTHONY BARRON.
  • 00:06:05.210 --> 00:06:07.230
  • - SO I READ ABOUT THIS ELECTRONIC DEVICE
  • 00:06:07.250 --> 00:06:11.240
  • WHERE YOU CAN SMOKE NICOTINE OUT OF
  • 00:06:11.260 --> 00:06:15.050
  • AS AN ALTERNATIVE TO SMOKING CIGARETTES.
  • 00:06:15.070 --> 00:06:17.080
  • AND MIND YOU, THIS IS LATE 2008.
  • 00:06:17.100 --> 00:06:21.250
  • WHEN SOMETHING LIKE THIS WAS BEYOND NOVEL,
  • 00:06:21.270 --> 00:06:23.250
  • IT WAS JUST UNHEARD OF.
  • 00:06:23.270 --> 00:06:25.030
  • MY STEPFATHER IS A SMOKER AND HE WAS HAVING TROUBLE
  • 00:06:25.050 --> 00:06:30.030
  • AT THE TIME QUITTING SMOKING.
  • 00:06:30.050 --> 00:06:31.190
  • SO PARALLEL THAT TO READING THIS BUSINESS PLAN
  • 00:06:31.210 --> 00:06:35.020
  • THAT SAYS YOU CAN ACTUALLY DELIVER NICOTINE
  • 00:06:35.040 --> 00:06:37.240
  • WITHOUT ALL THE OTHER 200 AND SOMETHING CARCINOGENS,
  • 00:06:37.260 --> 00:06:40.220
  • I THOUGHT WOW, IT'S THE BEST OF BOTH WORLDS.
  • 00:06:40.240 --> 00:06:44.130
  • A GREAT BUSINESS OPPORTUNITY
  • 00:06:44.150 --> 00:06:46.200
  • WITH AN ALTRUISTIC KIND OF BACKING BEHIND IT.
  • 00:06:46.220 --> 00:06:51.120
  • SOMETHING THAT I CAN FEEL ETHICALLY COMFORTABLE
  • 00:06:51.140 --> 00:06:54.150
  • PUTTING OUT INTO THE MARKET.
  • 00:06:54.170 --> 00:06:55.220
  • THE CANCER CREATED BY CIGARETTES
  • 00:06:55.240 --> 00:06:57.240
  • WERE KILLING MORE PEOPLE THAN CAR ACCIDENTS AND OVERDOSES.
  • 00:06:57.260 --> 00:07:04.250
  • THIS IS BEFORE THE OPIOID CRISIS,
  • 00:07:04.270 --> 00:07:07.040
  • WHICH IS A WHOLE NOTHER TOPIC.
  • 00:07:07.060 --> 00:07:09.060
  • WITH THE MOST ALTRUISTIC MOTIVES,
  • 00:07:09.080 --> 00:07:11.050
  • I WAS THE FOURTH TO MARKET THE ELECTRONIC CIGARETTES
  • 00:07:11.070 --> 00:07:14.030
  • IN THE COUNTRY.
  • 00:07:14.050 --> 00:07:15.100
  • THE WHOLE PREMISE OF DISTRIBUTING THESE THINGS
  • 00:07:15.120 --> 00:07:17.120
  • WAS TO HELP PEOPLE QUIT SMOKING CIGARETTES.
  • 00:07:17.140 --> 00:07:19.160
  • THE BOTTOM LINE WITH CIGARETTES IS
  • 00:07:19.180 --> 00:07:21.220
  • NICOTINE, ACETALDEHYDE AND AMMONIA,
  • 00:07:21.240 --> 00:07:24.140
  • WHEN COMBINED TOGETHER, CREATE AGAIN,
  • 00:07:24.160 --> 00:07:27.020
  • WHAT IS THE MOST ADDICTIVE CHEMICAL COMPOSITION
  • 00:07:27.040 --> 00:07:30.200
  • IN THE ENTIRE WORLD.
  • 00:07:30.220 --> 00:07:32.010
  • WHAT THE SCIENTIST BEHIND THE CIGARETTE INDUSTRY KNEW.
  • 00:07:32.030 --> 00:07:35.200
  • THAT A LOT OF THE TIMES IN THE VERY FIRST PUFF,
  • 00:07:35.220 --> 00:07:39.110
  • A 14 YEAR OLD, AN 18 YEAR OLD,
  • 00:07:39.130 --> 00:07:41.210
  • WHO TRIES THEIR CIGARETTE FOR THE FIRST TIME
  • 00:07:41.230 --> 00:07:44.090
  • WILL GET ADDICTED ON THE FIRST PUFF.
  • 00:07:44.110 --> 00:07:46.130
  • SO POINT IS THAT CIGARETTES WERE BAD.
  • 00:07:46.150 --> 00:07:49.090
  • THEY STILL ARE BAD.
  • 00:07:49.110 --> 00:07:50.170
  • THERE'S NO REAL SOLUTION OUT THERE.
  • 00:07:50.190 --> 00:07:52.080
  • SO WE JUMPED HEADFIRST INTO IT.
  • 00:07:52.100 --> 00:07:54.110
  • - WE HAD THIS E-CIGARETTE BOOM HAPPEN
  • 00:07:54.130 --> 00:07:56.030
  • AND IT WAS A GOOD THING IN THE BEGINNING.
  • 00:07:56.050 --> 00:07:58.130
  • AND THERE'S LOTS OF MEDICAL EXPERTS OUT THERE THAT LOVED IT.
  • 00:07:58.150 --> 00:08:01.040
  • -[ANTHONY] THE ENTIRE ELECTRONIC CIGARETTE INDUSTRY
  • 00:08:01.060 --> 00:08:03.040
  • WAS BUILT UPON THIS CESSATION PROGRAM.
  • 00:08:03.060 --> 00:08:07.120
  • HELPING PEOPLE QUIT SMOKING CIGARETTES,
  • 00:08:07.140 --> 00:08:09.250
  • IT'S THAT SIMPLE.
  • 00:08:09.270 --> 00:08:12.040
  • AND THE IRONY OF WHERE WE'RE GOING RIGHT NOW
  • 00:08:12.060 --> 00:08:14.270
  • WITH MARKETING TO TEENAGERS AND TRYING TO CAPTURE
  • 00:08:14.290 --> 00:08:18.040
  • A NEW, VULNERABLE MARKET,
  • 00:08:18.060 --> 00:08:20.270
  • IS THAT THE THINGS THAT ARE BEING DONE
  • 00:08:20.290 --> 00:08:23.080
  • IN THE E-CIG INDUSTRY ARE EXACTLY
  • 00:08:23.100 --> 00:08:25.140
  • WHAT WE WERE TRYING TO PREVENT
  • 00:08:25.160 --> 00:08:27.120
  • BACK IN THE VETERAN DAYS OF THE E-CIG.
  • 00:08:27.140 --> 00:08:29.260
  • - I THINK TEENAGERS HAVE THE MISTAKEN IMPRESSION
  • 00:08:29.280 --> 00:08:33.040
  • THAT VAPING IS NOT HARMFUL
  • 00:08:33.060 --> 00:08:36.280
  • BECAUSE IT'S BETTER THAN SMOKING TRADITIONAL CIGARETTES.
  • 00:08:37.000 --> 00:08:39.120
  • AND THAT IS ONLY TRUE BECAUSE TRADITIONAL CIGARETTES
  • 00:08:39.140 --> 00:08:43.120
  • INVOLVE PAPER AND LEAF WHICH WHEN THEY'RE BURNED
  • 00:08:43.140 --> 00:08:46.180
  • CAUSE CARBON BASED BY PRODUCTS
  • 00:08:46.200 --> 00:08:49.160
  • WHICH DEPOSIT IN THE LUNGS
  • 00:08:49.180 --> 00:08:51.060
  • AND CAUSE ALL OF THE RESPIRATORY PROBLEMS
  • 00:08:51.080 --> 00:08:53.030
  • THAT WE'RE FAMILIAR WITH.
  • 00:08:53.050 --> 00:08:54.160
  • BUT NICOTINE ITSELF IS STILL A VERY HARMFUL DRUG
  • 00:08:54.180 --> 00:08:58.070
  • AND THE RESEARCH IS CLEAR AND NO ONE DISPUTES
  • 00:08:58.090 --> 00:09:02.280
  • THAT NICOTINE IS BAD FOR THE DEVELOPING ADOLESCENT BRAIN.
  • 00:09:03.000 --> 00:09:05.290
  • -[KELLY] E-CIGARETTES MAY HAVE COME ABOUT
  • 00:09:06.010 --> 00:09:07.200
  • AS A HEALTHIER OR SAFER ALTERNATIVE,
  • 00:09:07.220 --> 00:09:10.200
  • TO CONSUMING BURNING TOBACCO.
  • 00:09:10.220 --> 00:09:12.200
  • BUT NOW IT HAS BECOME AN ALLURING NEW GATEWAY
  • 00:09:12.220 --> 00:09:15.240
  • FOR A VULNERABLE NEW AUDIENCE.
  • 00:09:15.260 --> 00:09:20.050
  • - SO THE TEEN BRAIN IS VERY VULNERABLE.
  • 00:09:20.070 --> 00:09:22.010
  • IT'S NOT FULLY FORMED.
  • 00:09:22.030 --> 00:09:23.140
  • A LOT OF PEOPLE KNOW THAT THE BRAIN DOESN'T
  • 00:09:23.160 --> 00:09:25.080
  • FULLY FORM UNTIL ABOUT THE AGE OF 25.
  • 00:09:25.100 --> 00:09:27.220
  • VERY SUSCEPTIBLE TO ADDICTION.
  • 00:09:27.240 --> 00:09:30.270
  • INTERESTINGLY WHEN KIDS ARE EXPOSED TO MARKETING,
  • 00:09:30.290 --> 00:09:35.020
  • 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,
  • 00:09:39.140 --> 00:09:41.080
  • A CHILD WILL PICK A CEREAL, WILL PICK A BRAND,
  • 00:09:41.100 --> 00:09:43.120
  • 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.
  • 00:10:31.040 --> 00:10:32.150
  • 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