Kwakungexesha wayethetha namagqala omkhosi malunga namalungiselelo abo okungena kwakhona emsebenzini apho uWill Cohen wabona ivumba elinokuba yingxaki emehlweni abo banokuba ngabaqeshi: Ivumba lecuba.
«Ndiphawula ukuba abaninzi babo bayatshaya yaye basatshaya!", utshilo uCohen, osebenza nesixeko sasePhoenix (eArizona) njengengcali kuvuselelo lwemisebenzi yamagqala. Ngaphezu koko, amagqala amxelela ukuba "Ukuba ukutshaya phambi kodliwano-ndlebe kunokuba yingozi, ivumba lecuba linokuba libi kakhulu".
Udliwano-ndlebe lukwakhuthaze uCohen ukuba emva koko aqalise iprojekthi yokudibanisa " Vape kwiVet“. Le projekthi yade yamelwa kwiphulo lepowusta yomsitho " Ukufunxa unxweme“. Yaziswa ngoJulayi 2013, iprojekthi inikeza izixhobo zokuqalisa kunye nenkxaso yokusebenzela emkhosini kunye namagqala ukubanceda bayeke ukutshaya. Ngaphezulu koko, babonelelwa ngebhotile ye-e-liquid esele ilungile ukuya kwi-vape (BRV) ukuze wonke umntu abe nencasa ebafanelayo.
I-BRV yasekwa ngenjongo yokuxhasa ngemali le projekthi “ Vaping Vet“, Yonke ibhotile ye-e-liquid ethengiswayo inceda ngemali kwiinzame zokunceda amagqala ukuba angabikho kwicuba. Ngokulinganayo 
oku kwenza ukuba kube nokwenzeka ukuxhasa ngemali iphulo lepowusta elicetywayo ngexesha lomsitho " Ukufunxa unxweme".
Ubalo lubonisa ukuba amagqala athanda ukutshaya kunabanye. I-CDC ize nezibalo ezibonisa ukuba I-36% yamadoda, amagqala eUnited States aphakathi kweminyaka engama-45 nama-54 ubudala ayatshaya. Ukuba sithatha izibalo ezifanayo kubantu abangengabo amagqala, sibuyela emva I-24% yabantu abatshayayo.
UCohen uthe iprojekthi iqalile " ngesiseko esilula somnikelo » kunye nabaqokeleli-mali bangaphakathi, kodwa utyalo-mali lwe-BRV lufake imali kwaye lubonelele ngakumbi 1 izixhobo zokuqalisa kumagqala. Kuye, owona mceli mngeni mkhulu uhlala uqinisekisa amagqala ukuba atshintshe kwicuba aye kwi-e-cigarettes.
UCohen uthe iprojekthi iceba ukunika amagqala izixhobo zokuyeka ukutshaya: Bazalisa ifomu emfutshane yesicelo, banike ubungqina benkonzo, kwaye sibathumelela ikiti". " Le isimahla ngokupheleleyo. sithemba kuphela ngembuyekezo ukuba baya kuphumelela kwinguqu phakathi kwecuba kunye nale ndlela ikhuselekileyo yi-e-cigarette. »
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