The Role of Social Advertising in the Prevention of Tobacco and Nicotine-Containing Products Consumption Among Young People in Russia on the Example of Electronic Cigarettes

This work regards the use of social advertising as a way to reduce the consumption of tobacco and nicotine-containing products among young people in Russia using electronic cigarettes as an example. The first chapter examines the market of tobacco and nicotine-containing products and related legislative restrictions, analyzes the methods of interaction of electronic cigarette brands with the target audience, and also examines the concept of social advertising and its effectiveness. The second chapter analyzes the methods used in research related to the study of the consumption of nicotine-containing products. The third chapter analyzes young people’s perception of methods for promoting nicotine-containing products, studies the key needs and behavior patterns of the target audience, and also formulates a set of social advertising tools aimed at reducing the consumption of nicotine-containing products. As a result of the research work, recommendations are formed on the mechanics of implementation and the content of a social campaign aimed at reducing the consumption of electronic cigarettes, and methods for measuring its effectiveness are also discussed. In conclusion, the results of the study are summarized and the possibilities of using the described social campaign to prevent the consumption of tobacco and nicotine-containing products in general are considered.