31 May marks World No Tobacco Day (WNTD), a global campaign spearheaded by WHO to raise awareness about the dangers of tobacco use. This year’s theme – Protecting children from tobacco industry interference – highlights a critical battleground. Despite significant progress, millions of young people remain vulnerable, with a staggering 37 million aged 13–15 years using some form of tobacco globally.
However, there is hope. The 2024 WNTD awards celebrate 6 exceptional people and organizations from the WHO European Region who are leading the fight back. From exposing deceptive marketing campaigns used to target youth (including through engaging social media influencers) to advocating for stricter regulations on e-cigarettes and nicotine products, these champions are making a significant difference.
Denmark: Professor Charlotta Pisinger, University of Southern Denmark
Professor Charlotta Pisinger, a respected clinician and academic, is a force to be reckoned with in the global fight against tobacco. Her meticulous research focuses on improving smoking and nicotine cessation services for young people, cancer patients and people with mental health illnesses, while also examining and exposing the tactics of the tobacco industry. Professor Pisinger’s research has directly influenced tobacco control strategies in Denmark and beyond. Her commitment extends beyond academia – Professor Pisinger is a passionate advocate for strong tobacco control policies, working tirelessly to educate the public and policy-makers about the devastating health and social consequences of tobacco use. Her contribution has been recognized with numerous awards, including the prestigious Danish Public Health Award.
Finland: Mervi Hara, Executive Director, Action on Smoking and Health (ASH) Finland
For over 3 decades, Mervi Hara, the Executive Director of ASH Finland, has been at the forefront of Finland’s tobacco control movement, playing a pivotal role in advancing the vision of a tobacco- and nicotine-free future. Her leadership has been instrumental in shaping national tobacco control policies, from raising the legal age for purchasing tobacco to implementing smoke-free playgrounds. Mrs Hara’s innovative approach involves not only shaping national tobacco control strategies, but also countering the manipulative tactics employed by the tobacco industry. Her unwavering commitment and strategic thinking have made her a central figure in the fight for a tobacco- and nicotine-free Finland, and her influence extends far beyond national borders.
Spain: Dr Francisco Rodríguez Lozano, Chair of the Board, Cancer Patients Europe
Dr Francisco Rodríguez Lozano has dedicated over 2 decades of his professional life to advancing tobacco use prevention efforts, with a particular focus on protecting young people from the dangers of industry manipulation. Dr Rodríguez Lozano has extensive experience at local, national, and international level. He has served as President of both the National Tobacco Prevention Committee in Spain and the European Network for Smoking and Tobacco Prevention, tackling this issue from all angles. His recent efforts include leading successful advocacy campaigns against misleading tobacco industry promotions in the Canary Islands, which highlight his dedication to protecting public health.
Sweden: Nongovernmental organization (NGO) “A Non Smoking Generation” and its Secretary General, Helen Stjerna
The Swedish NGO “A Non Smoking Generation”, under the passionate guidance of Secretary General Helen Stjerna, has made a significant impact through its educational programme “Tobacco Children”. This innovative project educates young people about the far-reaching consequences of tobacco use, not just for their health, but also for the environment and global issues like child labour, poverty and inequality. Recognizing the growing popularity of new nicotine products, Mrs Stjerna has become a vocal proponent of regulating these products to prevent them from becoming a gateway to nicotine addiction for young people. Her advocacy efforts transcend national borders, shedding light on how tobacco and related industries promote new nicotine products among the youth by circumventing tobacco control legislation.
Ukraine: Ministry of Health (MoH) and Lviv Oblast Center for Disease Control and Prevention (CDC)
In the face of significant challenges, the MoH of Ukraine and the Lviv Oblast CDC have shown remarkable resilience and dedication to advancing tobacco control efforts. The MoH’s initiatives encompass legislative advocacy, enforcement and research, reflecting a multifaceted approach to tobacco control. Recent initiatives include introducing impactful pictorial health warnings on cigarette packaging, an information campaign to promote a ban on tobacco displays at the point of sale, and support for implementing the third round of the Global Youth Tobacco Survey. The Lviv Oblast CDC spearheaded tobacco-free initiatives across educational institutions. It has emerged as a dedicated leader in implementing tobacco control policies at subnational level, making significant contributions to protecting children from tobacco use and exposure to second-hand smoke.
United Kingdom: Dr Raouf Alebshehy, Managing Editor of Tobacco Tactics
Dr Raouf Alebshehy has become a leading voice in the fight against tobacco through his research and advocacy, focusing particularly on the manipulative tactics and interference of the tobacco industry. His work has been crucial in shaping tobacco control policies particularly in Wales, where his research led to the inclusion of the WHO Framework Convention on Tobacco Control provisions in the Smoke-Free Wales strategy. Dr Alebshehy also serves as an expert advisor to the group evaluating the European Union’s tobacco control legislative framework, and through his contributions to the tobacco industry monitoring grants of the University of Bath and the global watchdog STOP, he has actively supported global efforts to counter tobacco industry interference in various regions. As a leader of the University of Bath Tobacco Tactics team, he is at the forefront of emerging research on reducing tobacco supply by regulating the retail environment, particularly around schools. Moreover, Dr Alebshehy leads the Tobacco Industry Monitoring Research and Accountability course, annually equipping 50 tobacco control advocates with the knowledge and skills needed to effectively counter industry tactics.
The winners of the 2024 WNTD awards represent just a few of the many dedicated people and organizations working tirelessly to create a tobacco-free future. Their relentless pursuit of a healthier world and their innovative approaches to tackling tobacco use serve as an inspiration to us all. The fight against tobacco is far from over, but with continued dedication and collaboration, we can create a world where future generations can live free from the devastating effects of tobacco and nicotine use.