Tobacco-Free Kids Takes a Stand: Exposing Big Tobacco’s Social Media Shenanigans
A Silver Lining in the Smoke: Tobacco-Free Kids Scoops Up the Silver Anthem Award for #SponsoredByBigTobacco Campaign!
November 20, 2024
Washington, D.C. – Imagine a world where the very companies peddling poison are also coming for your social media feeds! The Campaign for Tobacco-Free Kids has been recognized with a Silver Anthem Award for their bold campaign #SponsoredByBigTobacco, bringing to light the shady tactics of the biggest tobacco firms as they set their sights on the youth of the world through platforms like Instagram and TikTok. Yes, folks, you heard it right – our beloved social media, where even your grandma makes dance videos, is becoming the playground for Big Tobacco’s underhanded advertising strategies!
With over 2,000 entries from 30 countries, #SponsoredByBigTobacco has shone brighter than a freshly opened pack of cigarettes in the Global Awareness Campaign category. This isn’t just an award; it’s a loud alarm clock waking us up to the unfortunate reality that tobacco companies are still very much alive and trying to sell their wares to the unsuspecting youth online.
Launched in December 2023, the #SponsoredByBigTobacco campaign followed a report revealing something quite alarming – the likes of Philip Morris International and British American Tobacco are generating millions upon millions of views through ads promoting their nicotine products, and over 40% of those eyeballs belong to the under-25 crowd. Who needs cartoons when you can have kids scrolling through poison on social media?
But wait, there’s more! In February 2024, 183 Parties to the WHO Framework Convention on Tobacco Control came together (sounds like a superhero team-up, right?) to adopt specific guidelines aimed at curbing tobacco advertising on social media. Because clearly, if we don’t keep an eye on these companies, they’ll be marketing their products to our kids while we’re busy trying to understand TikTok dances!
“We are thrilled that #SponsoredByBigTobacco is being honored with this award,” said Yolonda C. Richardson, President and CEO of the Campaign for Tobacco-Free Kids, in a statement that surely echoed across the glamorous award ceremony. “Tobacco companies continue to infiltrate social media to egregiously target kids around the world – we’re grateful to the Anthem Awards for amplifying our campaign as we continue to call for strong action from governments and social media platforms to protect youth from Big Tobacco.” Well, that’s one way to put it – “infiltrate” has a rather James Bond-ish vibe, doesn’t it?
The campaign was supported by research from Grassriots, a non-profit marketing agency that’s apparently mastered the art of “social intelligence.” “We are honored and proud to receive this award,” stated Ryan Baillargeon, Founder and CEO. If only you could be this proud every time a toddler figures out how to pour juice into a glass without spilling everywhere!
Launched by the prestigious Webby Awards, the Anthem Awards showcase purpose-driven endeavors that aim to make a difference in the world. It’s like the Oscars, but instead of glamorous gowns and dramatic speeches, we celebrate those fighting against the smoke and mirrors used by Big Tobacco. Bravo!
Curious to learn more about the campaign that’s raising eyebrows and awarding accolades? Dive into the details of #SponsoredByBigTobacco by visiting here, and for heaven’s sake, keep your kids away from those ads!
Alright, folks! There it is, a lively stroll through the smoke and mirrors of social media marketing, where Big Tobacco tries to play peek-a-boo with our youth! What a time to be alive, where awards mean not just a pat on the back but a sign of hope as we battle these marketing behemoths. Keep your eyes peeled and your feeds clean!
Campaign for Tobacco-Free Kids Awarded for Exposing Big Tobacco’s Social Media Tactics
Tobacco-Free Kids Wins Silver Anthem Award for #SponsoredByBigTobacco Campaign
November 20, 2024
Washington, D.C. – The Campaign for Tobacco-Free Kids has earned prestigious recognition with a Silver Anthem Award for its impactful global public awareness initiative #SponsoredByBigTobacco. This campaign sheds light on the alarming ways in which the largest tobacco corporations target young audiences vigorously on social media platforms. The distinguished campaign was chosen from an impressive pool of over 2,000 submissions hailing from 30 different countries and received accolades in the Global Awareness Campaign category.
#SponsoredByBigTobacco was launched with a comprehensive report by Tobacco-Free Kids back in December 2023. This report revealed that Philip Morris International and British American Tobacco, two of the industry’s giants, are raking in billions of views through aggressive advertising strategies that promote tobacco and nicotine products on popular platforms like Instagram, Facebook, X, and TikTok. Alarmingly, more than 40 percent of viewers engaging with tobacco and nicotine advertisements on these social media platforms are youth under the age of 25.
In a significant move towards curbing such marketing tactics, in February 2024, 183 Parties to the WHO Framework Convention on Tobacco Control (WHO FCTC) adopted specific guidelines addressing cross-border advertising of tobacco products on social media. These new guidelines offer virtually every nation on the globe a structured approach to curtail the efforts of tobacco companies that specifically target younger demographics.
“We are thrilled that #SponsoredByBigTobacco is being honored with this award,” expressed Yolonda C. Richardson, President and CEO of the Campaign for Tobacco-Free Kids. “Tobacco companies continue to infiltrate social media to egregiously target kids around the world – we’re grateful to the Anthem Awards for amplifying our campaign as we continue to call for strong action from governments and social media platforms to protect youth from Big Tobacco.”
#SponsoredByBigTobacco was bolstered by research conducted by Grassriots, a Canadian-based non-profit marketing agency. “We are honored and proud to receive this award in collaboration with the Campaign for Tobacco-Free Kids, showcasing the social web as a powerful tool to confront the tobacco industry’s misconduct,” remarked Ryan Baillargeon, Founder and CEO of Grassriots. “Reports like this shed light on the significant challenges in addressing harmful marketing and demonstrate how social intelligence can elevate global awareness, drive advocacy, mobilize action, and ultimately inspire meaningful change.”
Launched by the prestigious Webby Awards, the Anthem Awards honor purpose and mission-driven work by people and organizations across the globe. To learn more about #SponsoredByBigTobacco, please visit: https://www.tobaccofreekids.org/press-releases/2023_12_08-social-media-report.
What strategies does the Campaign for Tobacco-Free Kids employ to combat the influence of tobacco advertising on social media aimed at youth?
**Interview with Yolonda C. Richardson, President and CEO of Campaign for Tobacco-Free Kids**
**Interviewer:** Yolonda, congratulations on winning the Silver Anthem Award for the #SponsoredByBigTobacco campaign! Can you tell us what motivated your organization to launch this initiative?
**Yolonda C. Richardson:** Thank you! We’re thrilled about the recognition. The motivation behind #SponsoredByBigTobacco was rooted in the distressing reality that tobacco companies are intensifying their marketing efforts, especially targeting our youth through social media. Our research revealed that over 40% of people engaging with these advertisements are under 25, which is alarming. We wanted to shine a light on these tactics and empower the public to understand and respond to this issue.
**Interviewer:** It seems like an uphill battle against powerful corporations. How has the public responded to your campaign so far?
**Yolonda C. Richardson:** The response has been overwhelmingly positive! Our campaign has sparked important conversations about youth protection and the ethics of how these companies operate. Many parents, educators, and advocates are joining us in demanding regulatory action and accountability. The Anthem Award recognition has further amplified our message.
**Interviewer:** That’s fantastic to hear! Your campaign was launched alongside a report that detailed the marketing strategies employed by companies like Philip Morris International and British American Tobacco. What were some of the key findings?
**Yolonda C. Richardson:** The report outlined tactics such as influencer partnerships and targeted ads that seamlessly integrate into content that youth consume daily. It showed how these companies exploit social media’s vast reach to normalize their products. This underlines the necessity of promoting stronger guidelines to protect young audiences from being exploited.
**Interviewer:** Speaking of guidelines, could you elaborate on the recent collaboration among WHO FCTC Parties? How significant is that for your campaigns?
**Yolonda C. Richardson:** Absolutely! The collaboration of 183 Parties signifies a unified commitment to tackle tobacco marketing on social media. These new guidelines represent a crucial step toward protecting youth. Our campaign aligns with this initiative as we call on governments and social media platforms to take strong action. It’s a pivotal moment for public health advocates.
**Interviewer:** What advice would you give to parents concerned about their children’s exposure to tobacco advertising on social media?
**Yolonda C. Richardson:** My advice would be to stay engaged with your children about their online activities. Encourage open conversations about the ads they see, and educate them about the tactics used by these companies. It’s essential to instill critical thinking skills so they can recognize and resist these marketing strategies.
**Interviewer:** Thank you, Yolonda! It’s inspiring to see organizations like yours taking a stand against such powerful adversaries. We wish you continued success with your initiatives!
**Yolonda C. Richardson:** Thank you for having me! Together, we can make a difference and protect the next generation.