This week we launched a new public awareness campaign called “Vape is a Lie” teaches youth about the dangers of nicotine and e-cigarettes. Vape is a Lie features a series of three public service announcements and a website,, where Arizona youth can learn more about the dangerous chemicals often found in e-cigarettes, commonly referred to as vape pens, and the consequences of becoming addicted to nicotine.

We did research this year with several youth focus groups around the state and found there is a misconception that using a vape pen is not as dangerous as a regular cigarette. The truth is there are many of the same dangerous chemicals in a vape pen that are in a cigarette, including nicotine which is a highly addictive chemical.

There has been a decrease in the rate of youth in the state who have tried tobacco once or are regular users. The percentage of Arizona’s high school youth who have ever tried smoking has decreased from 46 percent in 2011 to 37 percent in 2015, a decrease of almost 20 percent. Youth who are current smokers dropped from 17 percent in 2011 to 10 percent in 2015, a decrease of more than 40 percent.

On the other hand, a 2016 Centers for Disease Control and Prevention Vital Signs report showed e-cigarette companies have increased advertising spending nationwide, from $6.4 million in 2011 to $115 million in 2014. During the time e-cigarette ads have increased, there are also increases in use among US youth. From 2011-2014, e-cigarette increased from less than one percent to almost four percent among middle school students and from less than two percent to 13 percent among high school students. We know youth in Arizona are smart and well informed about the dangers of tobacco. Our goal with this new campaign is to give youth the truth about the potential dangers of using e-cigarettes .

To learn more about the Vape is a Lie campaign and to learn about the potential dangers of electronic cigarettes, visit