Kauai Family Magazine Ad

With almost a third of Kauaʻi youth vaping, our middle and high schoolers are immersed in this issue even if they themselves do not vape. Tobacco-Free Kauaʻi (TFK) enlisted their expertise in a campaign, culminating in their first ad being published in the November 2019 edition of Kaua‘i Family Magazine, distributed quarterly in over 250 islandwide locations, and the only publication approved by the Hawaiʻi Department of Education to go home in student backpacks.

In 2018, TFK asked high school students: “how would you encourage your peers or kids younger than you to stop vaping or never start?”. To their surprise, over 300 slogans flooded in from students across the island. Of these, 20 finalists were chosen for their positive, clear, and concise messages. During September 2019, students in five focus groups selected their top 5-6 slogans, later combining their two favorites for the first ad:  “Don’t hit that Juul, Cuz it’s not Cuul”. But the testing didnʻt end there: the final ad with slogan and image was vetted by another group to ensure it was clear and spoke their language.

Currently, a Kaua‘i high school team is working on the next campaign image as their senior project. Stay tuned for other slogans to be released throughout 2020!

For more information on the campaign or to request copies of posters, please email the Kaua‘i Coalition Coordinator, Valerie Saiki at: valerie@hiphi.org