In response to the tobacco and related industries’ systematic, aggressive and sustained tactics to attract a new generation of tobacco users, World No Tobacco Day 2020 will provide a counter-marketing campaign and empower young people to engage in the fight against Big Tobacco.

The World No Tobacco Day 2020 global campaign will serve to:

• Debunk myths and expose manipulation tactics employed by the tobacco and related industries, particularly marketing tactics targeted at youth, including through the introduction of new and novel products, flavours and other attractive features;
• Equip young people with knowledge about the tobacco and related industries’ intentions and tactics to hook current and future generations on tobacco and nicotine products; and
• Empower influencers (in pop culture, on social media, in the home, or in the classroom) to protect and defend youth and catalyze change by engaging them in the fight against Big Tobacco.