Be The First
Together, we can help deliver the first tobacco-free generation.
We made history together
We’re helping deliver the first tobacco-free generation. As the nation’s largest health care innovation company, CVS Health is uniquely positioned to help people on their path to better health, which includes playing a leading role in helping people lead tobacco-free lives. That’s why, through our company and the CVS Health and Aetna Foundations, we’ve invested $50 million over the last five years, working with the nation’s leading anti-tobacco and youth organizations to support comprehensive education, advocacy, tobacco control and healthy behavior programming.
Since launching Be The First in 2016:
Reached 15 million youth through education, awareness, advocacy and health behavior programming
Helped youth in all 50 states become tobacco-free advocates
Supported more than 200 college campuses advocate for, adopt and implement smoke- and tobacco-free policies across the country through our Tobacco-Free Generation Campus Initiative (PDF)
These accomplishments have contributed to a 36% decline in new youth smokers and 3.5% decline in the youth smoking rate since 2016.
One of our main focus areas has been investing in tobacco-free resources for students, parents, teachers, schools and youth organizations. These tools and curricula cover topics including the dangers of tobacco, e-cigarette use, healthy behaviors, and advocacy training. We have compiled a list of our resources.
Though research from the CDC shows the percentage of high school students who are current cigarette smokers decreased in 2019, e-cigarette use is a growing concern. More than five million middle and high school students reported using e-cigarette, an increase from 3.6 million in 2018 and 1.5 million in 2017. We have an opportunity to help end this persistent issue affecting our youth, and to help this generation be the first tobacco-free generation.
We can’t do it aloneWe can’t do it alone
We've worked with the nation's leading tobacco prevention and youth-serving organizations through our Be The First Initiative, including the following:
American Cancer Society
American Heart Association
American Lung Association
Alliance for a Healthier Generation
Tobacco Prevention Toolkit
Campaign for Tobacco Free Kids
National Urban League
CATCH Global Foundation
American Academy of Family Physicians Foundation
Yale Center for Health & Learning Games
American Academy of Pediatrics
Strengthening our commitment to help end tobacco useArticle - September 3, 2019
By the Numbers: Perceptions on Tobacco Use and SalesArticle - September 3, 2019
Tobacco-free for five yearsArticle - September 3, 2019
Taking on Smoking-Related Health Disparities in African American CommunitiesArticle - April 3, 2018
CVS Health and the Truth Initiative team up to promote smoke-free campusesArticle - March 29, 2018