On the occasion of World No Tobacco Day 2026, promoted by the World Health Organization, Fondazione Ri.MED organized the outreach event “YOUR AIR, YOUR CHOICE” at the “Benedetto Croce” Scientific High School in Palermo — a day dedicated to lung health, tobacco prevention, and the promotion of informed choices among young people.
This year’s theme, promoted by WHO and the campaign’s international partners, was “Unmask the appeal – countering tobacco and nicotine addiction”. A highly relevant message drawing attention to the strategies used by the tobacco and nicotine industry to make new inhalation products — including e-cigarettes and heated tobacco products — particularly appealing to adolescents.
The event was designed and led jointly by the Ri.MED Experimental Lung Disease Research Group and the Communication Group, which worked together to create an effective dialogue with the students.
Throughout the morning, students from the six participating classes — all aged between 15 and 17 — explored both scientific topics, including the functioning of the respiratory system and gas exchange mechanisms, the neurobiological basis of nicotine addiction, and the health effects of smoking and vaping, as well as issues related to the evolution of anti-smoking legislation. The event concluded with an analysis of the communication strategies and marketing techniques used by the vaping industry to shape perceptions and influence consumption among young consumers.
The regulatory gap associated with new smoking products has enabled enormous advertising investments over the years. Strategies aimed at lowering risk perception and building a positive narrative around potentially harmful products — linked to concepts such as freedom, technology, wellness, style, and social belonging — combined with strong visual impact and sophisticated, aggressive use of social media, have led to rapid and substantial market growth in just a few years.
According to 2025 ESPAD Italia data, approximately 860,000 Italian adolescents aged 14 to 17 use tobacco or inhalation products, highlighting the urgent need for scientific education and awareness initiatives targeting younger generations.
The event stood out for the remarkable engagement of the students, who participated attentively and critically in all the proposed activities. The students of the “Benedetto Croce” High School followed the scientific content with great interest and achieved excellent results in the final quiz. The creative contest also generated strong enthusiasm, inviting students to design anti-vaping communication campaigns aimed at their peers. The projects demonstrated originality and a surprising level of maturity in message development, resulting in highly impactful and emotionally engaging works.
The experience confirmed the importance of creating opportunities for direct dialogue with younger generations in order to promote greater awareness of the risks associated with nicotine addiction.
Fondazione Ri.MED would like to thank the school principal, teachers, and all the students of the “Benedetto Croce” Scientific High School for their warm welcome, participation, and enthusiasm, which greatly contributed to the success of the initiative.
