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José Luis Castro, President and CEO of Vital Strategies

CVS Health takes 'quit big tobacco' pledge

 DTMT Network
CVS Health, a US based premier health innovation company, is the first major brand to join the Quit Big Tobacco initiative started by Vital Strategies last year, taking the pledge to cut alliance with any agency that counts tobacco and e-cigarette companies as clients.

José Luis Castro, President and CEO of Vital Strategies, said, “It’s a game changer. We hope this bold decision will encourage other health-minded companies to follow suit. We congratulate CVS Health and thank them for taking the Quit Big Tobacco pledge.”

Norman de Greve, Chief Marketing Officer for CVS Health, said, “Five years ago, CVS quit selling all tobacco products and made a commitment to help patients lead tobacco-free lives, including investing in students tobacco prevention programs in order to help the first tobacco-free society.”

“We unequivocally take the pledge, meaning we will not work with any marketing and public relations agencies that have ties with the tobacco industry, and we urge other companies to join us in this critically important fight,” Greve said.

"CVS Health's move sends a powerful message to the advertising, marketing and public relations communities that engaging with an industry that makes billions by harming millions will cost you,” said Robin Koval, CEO and President of Truth Initiative.

“We have no doubt more companies will follow CVS Health and sign the 'quit big tobacco' pledge, especially given the urgency surrounding the increasing e-cigarette risk addicting a young adults to nicotine and putting them at greater risk of deadly tobacco,” said Koval.

Quit Big Tobacco, an initiative of Vital Strategies, unites leading advertising agencies, public relations firms, and health-oriented organizations and brands to pledge not to work with the tobacco industry or agencies that do.

The tobacco companies spend billions of dollars each year on cigarette and e-cigarette marketing, according to the Federal Trade Commission. Marketing tactics, such as kid-friendly flavors and promotion by social media influencers, have contributed to the nearly 80% rise in vaping among high school children in the US between 2017 and 2018.

A National Health Institute survey found that 40% of the youths who use e-cigarettes daily or some days were non-smokers before trying e-cigarettes.


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