Mary MartinasekLipski, Briana2020-11-062020-11-062020-05-12http://hdl.handle.net/20.500.11868/1226https://www.youtube.com/watch?v=532DsspwvVU&feature=youtu.beClick on the link above to view in YouTubeBackground: The use of electronic nicotine delivery devices (ENDS) such as Juul and vapes have become a public health concern over the past year. The use of these devices results in inhalation of heavy metals, carcinogens, and respiratory irritants, as well, as high levels of nicotine. Understanding college student attitudes, perceptions and behaviors can help to inform future programs and social marketing campaigns aimed at curbing the behavior. This research was utilized to inform a survey that was disseminated across campus. Methods: Fifty-four semi-structured interviews were conducted on campus at a medium sized liberal arts institution with both individuals who vaped and those who do not vape. Interviews were recorded for transcription and then coded using NVivo software. Results: Students were most often influenced by their friends or attending a social event for introduction into vaping devices. Many students started vaping prior to starting college. Emerging themes were centered around peer social acceptability, disconnect between harm perception and the vapers, intrinsic benefits, parental help and trusted health sources. Conclusions: Qualitative inquiry and literature reviews are the first steps in developing a social marketing campaign. By gathering differing perspectives to inform social marketing campaigns, deterrence from usage can be formulated and utilized on college campuses to influence those who are most likely to change their behaviors.en-USUndergraduate researchPublic healthVapingCNHSCollege of Natural and Health SciencesPresentation