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CVS Steps Up Anti-Tobacco Drive

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Last updated on March 16th, 2016 at 11:46 am

CVS Health has rolled out its “Be The First” Campaign, a five-year $50 million initiative that the company says will help deliver “the nation’s first tobacco-free generation.”

The initiative by the drugstore chain, which stopped selling tobacco products in September 2014, is directed at youth and young adults who use tobacco or who are at risk of becoming regular tobacco users, as well as three million elementary school children who may become future tobacco users. It also supports community-based cessation programs for adult smokers who expose children to tobacco use in the home and other public venues that permit smoking.

Be The First is partnering with organizations such as Campaign for Tobacco-Free Kids, Scholastic Inc., the American Cancer Society and the National Urban League to promote tobacco education, advocacy, tobacco control and behavior programming.

The goals over the next five years for the program include contributing to a 3 percent decline in the national youth smoking rate, a 10 percent decline in the number of new youth smokers and doubling the number of tobacco-free college and university campuses.

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