In world of vapes and nicotine pouches, a Quebec stop-smoking campaign is still relevant, its creator says

Nicotine addiction comes in many forms, as the addictive agent is found not only in cigarettes, but also in vaping. Added to this is a relatively new player: nicotine pouches.

Nicotine pouches are small tea bags that are placed between the gum and lip. They are different from chewing tobacco, which requires constant spitting.

Nicotine pouches are popular, especially among athletes and professionals who want to stay awake for a long time. “We see a very significant phenomenon on the horizon,” warns Alexandre Chagnon, a pharmacist and official spokesperson for the “I Quit, I Win Challenge.”

According to Chagnon, the tobacco industry has developed a new, more fashionable way “to find disciples for nicotine addiction.” He points out that medications and tools are also available for people addicted to nicotine pouches.

Although this product is gaining popularity, the majority of the population struggling with nicotine addiction consumes it in the form of cigarettes or vaping.

According to the most recent data from the Institut de la statistique du Québec (ISQ), the proportion of Quebecers who smoke cigarettes is tending to decrease. It is estimated that approximately 11 per cent of the population still smokes cigarettes.

The majority of them would like to quit smoking, mainly to prevent health effects, be fitter and save money.

Positive effects after just two weeks

Over the past 25 years, more than 532,000 people have successfully quit smoking cigarettes thanks to the “I Quit, I Win Challenge,” which asks participants to not smoke for six weeks, which 75 per cent of them succeed in doing.

“There are studies that prove that quitting for six weeks increases the chances of quitting for good by six times,” explained Chagnon.

For those who are discouraged by relapsing, the pharmacist points out that some participants managed to quit smoking for good after six or seven attempts. “We must understand that quitting for six weeks, even if unfortunately we relapse later, is already an incredible gain for our health,” he said.

“After two weeks of completely stopping smoking or vaping, we already have a gain in cardio fitness, at the heart and lung level. Two weeks after (quitting smoking), it is easier to do physical training and have a sustained effort.”

In Quebec, vaping is gaining popularity, especially among young people. About 22 per cent of people aged 18 to 24 were vaping in 2023, according to ISQ data.

Chagnon points out that the vast majority of people who vape in Quebec consume nicotine. He explains that the addictive agent is therefore the same: nicotine. He believes that people who vape are currently a bit like “guinea pigs.”

“What I mean by that is that we don’t have the same perspective as with cigarettes. We think it’s less bad than smoking, because there are a lot of harmful products in cigarettes that are absent in vaping, but we’re not 100 per cent certain to what extent it’s correct.” The long-term effects should be known in five to 10 years.

One in two vapers say they want to quit. The “I Quit, I Win Challenge” was aimed at this population for the first time last year by accepting their registration. In total, more than 3,000 people who vape participated.

Awareness

Chagnon acknowledges that smokers know very well that it is not good for their health. “The ‘I Quit, I Win Challenge’ is not just about awareness because, in fact, I think the message has been well received at the moment. We know that cigarettes, like vaping, are not good. The challenge is not just that, it is about providing the tools for people who are ready to quit,” he explained.

Support, an online community of people who have successfully quit, a call and text line, and medication are available to challenge participants to maximize their success.

In addition, Quebec pharmacists also play a sometimes overlooked role in the fight against nicotine. For about five years, pharmacists have been able to prescribe all smoking cessation medications. “Before, we could prescribe patches, gums, lozenges. Now, we can also prescribe medications that are taken by mouth and that are more effective than patches,” said Chagnon.

Throughout the year, a person who wants to quit smoking can consult a pharmacist who will be able to determine which medication is best to help them in their process.

The consultation is free and smoking cessation medications are covered by the Régie de l’assurance maladie du Québec.

This year’s edition of the “I Quit, I Win Challenge” runs from Feb. 3 to March 16. People who successfully quit smoking for six weeks have a chance to win a grand prize of $5,000. Interested parties can register at defitabac.ca.

–This report by La Presse Canadienne was translated by CityNews