#SKIP THE VAPE: COMBATING THE RISE OF YOUTH VAPING IN METRO MANILA


Joalfaye Cabiltes, Marlen Limpag, Mary Abigail Pajarillo, Rey Anthony Porras, Ruth Giselle Reyes, Julie Ar Sibala
., .
Abstract
The rapid rise of youth vaping in Metro Manila presents a growing public health concern, threatening the well-being of Filipino adolescents and undermining Sustainable Development Goal 3: Good Health and Well-being. The #SkipTheVape campaign is a social mobilization and digital activism initiative designed to address this alarming trend through participatory communication, social marketing, and behavior change strategies. Anchored on formative researcg and guided by models such as the COMBI framework, the Socio-Ecological Model, and Paulo Freire’s dialogic principles, the campaign seeks to reduce youth vaping rates by 20% within a year. The intervention prioritizes a digital-first strategy utilizing platforms like TikTok, Instagram, and YouTube to reach Gen Z audiences. Activities include art competitions, cycling events, peer-led ambassadors program, and collaborations with schools, barangays, and health agencies. Data from surveys reveal health concerns, curisosity, stress relief, and peer pressure as a major factors influencing vaping behavior among youth. Barriers to quitting include nicotine addiction, stress, easy access to vapes, and lack of information. The campaign integrates monitoring and evaluation tools to ensure leadership structures for long-term advocacy. Ultimately, #SkipTheVape aims to empower Filipino youth to be proactive changemakers in building vape-free communities.
Keywords: Youth Vaping, Social Mobilization, Digital Activism, Participatory Communication, Public Health
Journal Name :
EPRA International Journal of Multidisciplinary Research (IJMR)

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Published on : 2025-04-28

Vol : 11
Issue : 4
Month : April
Year : 2025
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