The Regional Health Directorate (DRS), through its Operational Unit for Intervention in Addictive Behaviors and Dependencies (UCAD), is promoting the "Air UP – Choose What You Breathe" campaign. The initiative aims to alert children and young people to the risks and consequences of tobacco consumption.
The campaign emphasizes the importance of informed and conscious choices, particularly during a period of increased social interaction and leisure. Its central message highlights how an seemingly harmless experience can develop into a habit and later into an addiction.
The initiative involves a partnership with AJMC – Association of Connected Madeiran Youth, responsible for creating and disseminating preventive videos, encouraging youth participation in promoting community health and well-being.
