“EVERYTHING I’ve done for the last 10 years has been about creating impactful technology for positive change,“ shared business developer, social entrepreneur, and self-professed geek, Ibba Rasul-Bernardo.
“When I was with the Manila Jaycees (a premier leadership development organization), I taught third generation scavengers in Smokey Mountain to create a blog that would effectively convey their stories to the world. I also joined the Solar Energy Foundation as one of their light ambassadors to help bring much-needed energy to off-grid communities. In addition, I continue to mentor startup companies on strategy and innovation to allow them to be more competitive.”
Ibba, who refers to himself as an “entreprenerd”, currently sits as the chief executive officer of I Am Cardboard Philippines (IAM PH), an end-to-end Virtual Reality solutions provider that is behind the successful release of affordable VR headsets, and the much talked about first virtual diorama on the execution of Dr. Jose Rizal in Ayala Museum.
Ibba is also a vaper, a former cigarette smoker who has since switched to using electronic nicotine delivery systems (ENDS), otherwise known as vape products.
As a former smoker, he is aware that using combustible cigarettes brings along with it a long list of health hazards. So when he decided to quit using them, he, together with his wife, Grace, looked for a viable alternative that used innovation and technology to provide the similar satisfaction that tobacco cigarettes provided.
Smoking to rebel
IBBA remembers how he wound up smoking. “I remember having my first cigarette while I was hanging out with some friends in high school,” he shared. “I was a little rebellious at the time because my parents left me abroad to take advantage of a scholarship in this great but expensive school.”
Ibba recalls completely integrating cigarettes into his daily routine when he returned to the Philippines – this, despite having asthma. He says that he started with using only a few sticks per day – however, it didn’t take long for him to get hooked to using it and increasing his daily consumption.
“I was already in college when I had the realization that I really smoked heavily, like almost a pack a day, because back then, you can smoke anywhere, anytime, even inside the university. The stress from the many school requirements also amplified my need to smoke. I also remember smoking more when I’m out with friends,” Ibbaa shared.
He knew he was truly addicted to cigarettes when the first thing he did in the morning was reach for it. His body physically craved for a smoke – not water, not food.
“In hindsight, it felt like my body, my system, didn’t really come alive until I had my first cup of coffee, together with my first cigarette for the day,” Ibba explained.
Until one day, he noticed that his morning routine had a new, unwanted addition: persistent coughing. The coughing just wouldn’t go away, alarming him enough to consider that he may need to finally do away with his harmful habit. “When I started coughing in the morning, I knew that my smoking cigarettes was already taking a toll on my well-being,” said Ibba.
For his wife, Grace, the motivation to quit was more peripheral.
“Four years ago, my wife and I took a trip abroad. It was very cold so we had to put on a coat when we smoked outside where we stayed. Grace noticed that every time she wears the coat she used while smoking, it reeked strongly of cigarette smoke, and that repulsed her. And so, she decided to quit using cigarettes,” Ibba narrated.
Entreprenerd at work – for harm reduction
IBBA, at first, simply wanted to support his wife with her goal of quitting the use of combustible cigarettes. He didn’t really consider making the switch himself, until he began to do thorough research on viable smoking alternatives. Obviously drawn to the use of technology in existing interventions, he came across many variations of ENDS, and painstakingly studied each one to find the best option possible for him and his wife.
“I believe in impactful technology that will benefit a lot of people, like solar power, mobile applications, and virtual reality. I learned, and eventually saw, that ENDS, a true alternative to combustible tobacco, is one of them.”
He shared that he has been closely observing how ENDS have evolved over the past decade. “Since it’s a gadget—and I love gadgets—I bought some of them to see how they work.”
Bernardo estimates that he has spent thousands of pesos on different vape products but find that technology-wise, they still need improvement.
Some of the vape gadgets that they have purchased to personally use did not really satisfy them. Luckily, his wife is a sculptor and is good with tinkering with electronics. As such, Grace was able to improve the coils and other intricate parts of their vapes.
That is, until they discovered the JUUL system, a sleek, smokeless nicotine device that was designed specifically for adult smokers and delivers nicotine in the same satisfying manner expected by smokers but without the carbon monoxide, tar, and other harmful chemicals present in combustible tobacco.
In his field of industry, Ibba was able to follow the story of JUUL Labs, the leading vapor brand in the United States. He was particularly drawn to how the founders of the company were start-up entrepreneurs like him. More importantly, he admired their work – the sleek simplicity of the design, and their use of innovation and technology in developing a product that will benefit the world’s one billion adult smokers, 16 million of which are Filipinos.
“Since using the JUUL system, the coughing I experienced has disappeared, together with the strong stench of cigarette smoke that would stay on my skin and on my clothing. I also like how the JUUL system allows me to have a satisfying smoking experience, without having to worry about the tar, carbon monoxide and toxic chemicals that come with the use of combustible cigarettes,” Ibba enthused. “Now, I can go the whole day and not look for cigarettes anymore.”
He describes JUUL Labs, and its devices and pods, as “evolutionary”, and epitomizes the true meaning of impactful technology. “My wife and I, along with my colleagues and friends became instant and big fans. A lot of us use it because of its minimized harm, ease of use, pharmaceutical-grade e-liquids that guarantee both safety and quality, and now, their accessibility. Them having kiosks in major malls, and being available in various convenience stores, is a much-welcome bonus.”
Thanks to the innovations of JUUL Labs, Ibba and Grace have effectively become one of the growing number of Filipino “switchers” that have since transitioned from the use of cigarettes. “We are truly thankful that there are now viable, less harmful alternatives to cigarette smoking widely available.”