Mc Group partnered with the World Health Organization (WHO) to launch an impactful campaign titled “Don’t Cancel Our Future. Help Us #CancelBigTobacco.” This initiative urges youth to demand stronger regulations on tobacco marketing, raising awareness of the industry’s targeting of young audiences and the devastating impact of smoking on their health and future.

At the heart of the campaign was a symbolic “Die-In” protest, a dramatic act in which students staged a protest in front of the United Nations. They lay motionless, symbolizing the many lives lost to tobacco-related diseases. This visually striking event was designed to capture the attention of both the public and policymakers, emphasizing the urgent need for action against the tobacco industry’s marketing tactics that focus on youth.

The campaign also included a compelling hero film that shared the real stories of young individuals affected by tobacco. By juxtaposing their dreams and life goals with the harmful setbacks caused by smoking, the film not only struck an emotional chord but also inspired viewers to take action. It called on young people to become advocates for change, building a movement fueled by personal stories and shared aspirations for a healthier, tobacco-free future.

To further amplify its message, the campaign leveraged social media and digital engagement. Youth were encouraged to participate in viral activities, such as creating “drop dead” videos on platforms like TikTok, Instagram, and Facebook, where they tagged policymakers directly. This approach harnessed the power of social media to amplify the message and call for action, making the issue visible to influential leaders worldwide.

Supporting the campaign was a dedicated website, CancelBigTobacco.org, which served as a comprehensive resource hub. Here, young people could access information on the tobacco industry’s tactics, tools for online protest, and guidance on engaging with policymakers. The website aimed to empower youth by providing them with the knowledge and resources needed to take informed, impactful action.

Through grassroots activism, digital outreach, and influencer engagement, Mc Group has rallied youth to fight for stronger tobacco regulations, making their voices heard in the battle against Big Tobacco. The campaign is a call to action for young people to join a vital cause—protecting their generation and those to come from the pervasive, harmful influence of the tobacco industry.