Marketing E-Cigarettes Toward Adolescents (M.E.T.A.)

Menthol is the most abundant flavor of e-cigarettes sold in Oakland and Bay Area local markets, pharmacies and liquor stores—and the flavors and colors clearly target minors, youth and small children. That's one of the findings from the youth-led Marketing E-Cigarettes Toward Adolescents (M.E.T.A.) project, from PHI's California Adolescent Health Collaborative in partnership with University of California, San Francisco (UCSF) Center for Tobacco Control Research and Education.

Learn more in this video from Project Coordinator and Co-Researcher Nayimé Peoples, exploring how youth researchers used PhotoVoice, a community-based participatory research method, to investigate how youth perceive e-cigarettes and their marketing in Oakland.

Read the study that used community-based participatory research to learn more about how and why youth are adopting e-cigarettes. 

Project objectives

• Youth researchers will obtain PhotoVoice method training to engage in research & advocacy to raise awareness of e-cigarette marketing toward youth in Oakland.
• Youth researchers will improve inductive research skills and e-cigarette knowledge as co-investigators in the scientific process.
• Youth researchers will be able to use PhotoVoice (visual data and narratives) to educate the community and policy makers on e-cigarette marketing toward youth in Oakland.

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