The Gulf Health Council (GHC) has initiated the “Today Before Tomorrow” campaign to raise awareness about the risks associated with non-traditional tobacco and nicotine products. Launched on October 4, the campaign will run until October 31 across Gulf Cooperation Council (GCC) countries, targeting primarily youth aged 15 to 24.
The campaign aims to equip young people with the knowledge and skills needed to resist the use of products such as vapes, nicotine pouches, and heated tobacco devices. It seeks to dispel misconceptions regarding these products, including the belief that smokefree or tobacco-leaf-free items are harmless. The initiative emphasizes that nicotine is highly addictive and can negatively affect brain development areas related to attention, learning, and impulse control.
“Today Before Tomorrow” also addresses the common misconception that nicotine helps relieve stress. It explains that any perceived relief is often temporary and connected to the easing of withdrawal symptoms, which can perpetuate continued use and dependency. Instead, the campaign encourages healthier coping mechanisms including physical exercise, controlled breathing techniques, engaging hobbies, open conversations with trusted individuals, and seeking professional support when necessary.
In addition to risk education, the campaign promotes media literacy to help young people critically evaluate health information and identify marketing strategies designed to enhance the appeal of tobacco and nicotine products.
The launch comes in the context of global public health challenges related to tobacco use. According to a 2024 World Health Organization report, tobacco-related deaths exceed seven million annually worldwide, with approximately 37 million children aged 13 to 15 affected by tobacco use. Studies indicate that e-cigarette users are three times more likely to transition to conventional cigarettes. Furthermore, a 2024 investigation across five Gulf countries found that over half of adolescents who attempted to purchase cigarettes were not refused, highlighting significant gaps in prevention efforts.
The campaign incorporates a two-track interactive behavioural assessment consisting of 10 questions per track. One track measures young people’s understanding, attitudes, and behaviours toward these products, while the other evaluates the knowledge of specialists and parents. Participants receive tailored recommendations aimed at fostering healthier choices and behaviours.
By engaging youth alongside parents, educators, health organizations, and youth-focused content creators, the GHC’s campaign seeks to strengthen prevention efforts and support the physical and psychological well-being of young people in the GCC region.