FIGHTING FOR

  • KIDS
  • HEALTH
  • LIVES
  • EQUITY
  • CHANGE
  • 25 YEARS

TAKING ON THE TOUGHEST FIGHTS FOR 25 YEARS

WHAT WE’RE FIGHTING FOR

Twenty-five years ago, we were created to take on Big Tobacco. Victory was hardly certain in a world where Joe Camel and the Marlboro Man were accepted cultural icons attracting and addicting new generations of smokers. Guided by our commitment to health and social justice, and dedicated to smart, tenacious advocacy in support of proven public policies and programs, we stood tall in partnership with others to prevent millions of premature deaths and protect our kids.

The result? Countless lives saved and proof that passionate, strategic advocates can defeat the toughest of foes.

But that was just the beginning. Lowering the teen smoking rate by 84% in the United States wasn’t just progress, it was invaluable practice for addressing the global tobacco epidemic. Our success has provided a roadmap for efforts to end preventable death from tobacco across the globe. Over the last 15 years, we have worked with local partners and allies in low- and middle-income countries to prevent over 35 million premature deaths.

A quarter century of going toe to toe with the tobacco industry has proven the power of relentless advocacy to save lives. Using that success as our compass we have set our sights on tackling other public health challenges through our Global Health Advocacy Incubator. Because if we can accomplish one seemingly impossible task, why not others? We know what works and we are using the skills, knowledge and lessons learned to reduce needless deaths from other causes, such as road crashes, unhealthy food and sugary drinks, drowning, and other public health issues.

That’s why this year isn’t just a celebration — it’s a recommitment. To redouble our efforts to create the first tobacco-free generation and address other seemingly intractable public health challenges. To build a more equitable, just and healthier future. To tackle adversity with collaboration, intimidation with integrity, and deception with evidence.

We are fighting for health, for kids, for equity, for change, for you. And together, we are Taking on the Toughest Fights.

VOICES IN THE FIGHT
25TH ANNIVERSARY PROFILE SERIES

Meet Dr. Om Prakash Bera
Fighting for Cardiovascular Health in India

LEARN MORE

TELLING THE STORY OF OUR PAST, PRESENT AND FUTURE.

Throughout our anniversary year, we will host a series of virtual events that tell the story of our origins and set our sights on the path ahead. Our first event took place in March and featured a conversation with Bill Novelli, Tobacco-Free Kids’ co-founder and Board Chair, as we reflected on our U.S. origin and impact. You can watch highlights from the event here.

Our next event in the series will tell the story of our work to tackle the global tobacco epidemic and improve health around the world. Stay tuned for details on timing, speakers and how to attend.

PLAY VIDEO

We publicly announced our official start-up and told the world how we were going to defend the FDA, attack the industry, and protect kids (and adults) from tobacco….We didn’t have much money or size, but we were causing trouble and stirring the pot. Just what a Tobacco Institute for the good guys should be doing.

— Bill Novelli
Tobacco-Free Kids
Co-founder and Board Chair

THE BARRIE FISKE YOUTH LEADERSHIP FUND

Barrie Fiske was a tireless tobacco control champion committed to using her strong voice to fight for change. Born with cystic fibrosis, Barrie faced a real threat to her health whenever exposed to secondhand smoke. Rejecting smoke-filled places that put her and everyone else at risk, Barrie spoke up and advocated for everyone’s right to breathe clean, smoke-free air.

The Barrie Fiske Youth Leadership Fund will provide the foundational funding to take our Youth Advocacy program to a new level. The "Barrie Fund" will support our efforts to foster a new generation of young leaders and advocates to fight for change and end the tobacco epidemic.

LEARN MORE ABOUT THE BARRIE FUND