Protect Our Next responding to SA’s growing youth vaping crisis
The Protect Our Next movement is calling for action as South Africa’s youth vaping crisis continues to escalate, with Big Tobacco at the centre of mounting evidence.
As South Africa grapples with an escalating youth vaping crisis, a fervent movement known as Protect Our Next is calling for urgent action.
With growing evidence pointing to Big Tobacco’s insidious role in this public health dilemma, the movement’s latest effort is aimed squarely at raising awareness and advocating for powerful regulatory protections for the nation’s youth.
In light of World No Tobacco Day approaching on May 31, Protect Our Next has launched The People vs. Big Tobacco campaign, featuring a high-impact activation at Fourways Mall that exposes the tobacco industry’s targeted marketing strategies.
Also read: Community called to get flu shots at Witkoppen Clinic
The bold pop-up experience, dubbed ‘Crime Scene 001: HOOKED,’ is designed to shed light on how flavoured vapes, flashy advertising, and unregulated nicotine devices entrap South Africa’s youth.
Sharon Nyatsanza, the deputy director of the National Council Against Smoking, said, “South Africa, it’s time to take a stand. If you’re a health professional, organisation, parent, learner, educator, or citizen who sees the harm unfolding around our schools, you already know the truth. Vapes are being pushed into the hands of our youth. And we’re calling it what it is: a crime against the next generation.”
Fourways Mall Food Court and Kids Zone has been transformed into a symbolic crime scene. Protect Our Next provides a platform for community members to engage in the fight against Big Tobacco. Key features of the activation included evidence lockers, witness wall, live testimonies, and interactive educational games.
Also read: Witkoppen Clinic reports increase in TB cases, urges community to test
Joash Daniel of marketing consultancy Cart Agency explained the approach. “To break the cycle, we have to speak a language young South Africans can’t ignore. Creative, experiential activation lets the youth see industry tactics for what they are: exploitation.
“South Africa is on the brink of passing the Tobacco Products and Electronic Delivery Systems Control Bill, a law that could finally protect young people from aggressive industry marketing and addiction engineering. This activation puts the bill, and the youth it aims to protect, directly in the public eye.”
The Director of Environmental Health at the City of Joburg, Peter Manganye, was present to lay his charge against Big Tobacco. “I commend the Protect the Next campaign run by youth for youth. It’s inspiring to see young people taking a stand against tobacco use. Peer education can be incredibly effective since messages resonate more deeply when conveyed by those who share similar experiences and understand the influence of their peers.”
Read more: Why smoking around kids is dangerous
Protect our Next calls on parents, community members, youth, and policymakers to visit Fourways Mall this week to submit their witness statements and evidence and demand swift passage of the Tobacco Control Bill to close regulatory loopholes and end predatory marketing. For those unable to attend, stories and statements can be submitted via @ProtectOurNext social channels.
Follow us on our Whatsapp channel, Facebook, X, Instagram and TikTok for the latest updates and inspiration! Have a story idea? We’d love to hear from you – join our WhatsApp group and share your thoughts!
