[Liberty] World No Tobacco Day, sponsored by the World Health Organization (WHO), is held annually on May 31st and brings together people around the world to stand up against big tobacco.  This yearly celebration helps to inform the global community of the dangers of tobacco use, the manipulative and deceptive marketing and business practices used by tobacco companies and what groups and individuals around the world are doing to fight the tobacco epidemic.

Each year in New York State (NYS), 28,200 adults die from smoking.  Sullivan County suffers from the highest rates of smoking in the Hudson Valley with a rate higher than the NYS average according to the Mid-Hudson Regional Community Health Needs Assessment.  In an effort to raise awareness to this issue, Sullivan 180 partnered with TFAC (Tobacco Free Action Communities) to bring called CATCH My Breath, an evidence based vaping prevention program, to Sullivan BOCES and the Liberty Middle School Boys & Girls Club.  The program engages students in learning about the danger of vaping, offers skills to avoid, refuse and exit situations that involve the use of e-cigarettes, and empowers them with knowledge about advertising and implied messaging directly to youth.  According to studies, 7 out of 8 students who participate in CATCH My Breath say they are less likely to use or try e-cigarettes. 

Over several weeks Amanda Langseder, Sullivan 180 Managing Director and Jessica Kenneda, Reality Check Lead Coordinator for TFAC worked through the CATCH My Breath curriculum and engaged students in the activities. 

“On the last day, the students chalked the walk. They put anti-vaping messages and facts they learned about tobacco all over the sidewalks in front of their school buildings,” said Langseder. “This created a highly visible teachable moment for the full school community in a creative and fun way.”  Two students were chosen from Sullivan BOCES to attend the NYS Reality Check Youth Summit at SUNY Adirondack this July.

“Tobacco companies see young people as replacement smokers, even referring to them as potential customers,” shared Kenneda of Reality Check. “While many believe tobacco use is not a pressing issue anymore, people are dying preventable deaths and youth are starting lifelong addictions with the use of nicotine products, including vapes.  When the average age of a new smoker in New York State is 13 years old, there is still significant work to be done.”

According to New York State Tobacco Control, efforts have decreased access and visibility, created more tobacco free spaces and increased awareness of the deceptive tactics used by big tobacco, however it seems tobacco companies are often one step ahead.  Creating new products (e-cigarettes for example), including flavors, like menthol and other kid-centric flavors (bubble gum, cotton candy and fruit flavors) are just a couple of ways the tobacco companies lure new customers.  It is known that menthol makes cigarettes easier to start and harder to quit.  The tobacco industry has traditionally targeted youth and communities of color with the marketing of menthol products.  When New York State ended the sale of flavored e-cigarettes statewide in May 2020, it was a significant step toward reducing youth tobacco use. However, other flavored tobacco products, such as menthol cigarettes, continue to present an obstacle to decreasing tobacco use among young people and underserved populations.

The Sullivan County community continues to create more smoke free environments, including at local fire departments.  Several fire departments involved in the Healthiest Fire Department Challenge have adopted smoke-free grounds policies.  This is also true of many businesses and organizations across the county.  Garnet Health offers Freedom from Smoking classes to help people quit and many schools are working hard to prevent youth from being exposed to vapes and cigarettes, and helping those students that are struggling with it as an addiction.

To support a teen you know that is struggling with vaping, encourage them to reach out to the Teen text line, sponsored by The Truth Campaign (www.thetruth.com/) by texting DITCHVAPE to 88709.  For adults who need help quitting smoking or vaping, including free nicotine replacement therapy for eligible residents, individuals can contact a health care provider and call the New York State Smokers’ Quitline at 1-866-NY-QUITS or visit: nysmokefree.com. Effective medications and counseling are covered by Medicaid and most insurance programs.

Sullivan 180 is working to build a healthy community, one degree at a time, through people, places and policy with support from Bold Gold Media Group, The River Reporter, The Sullivan County Democrat, Manor Ink and WJFF Radio Catskill. Learn more at Sullivan180.org or Facebook.com/Sullivan180inc.