BACKGROUND AND IMPLEMENTATION CHALLENGES: In an effort to combat the tactics of the tobacco industry, an initiative was undertaken across four districts in the central part of Sri Lanka with thirty-six youth groups. These groups were mobilized to identify the strategies employed by the tobacco industry to develop effective countermeasures.
This project, launched during the 2021 COVID-19 pandemic, initially focused on uncovering online strategies used by tobacco companies. It later expanded to involve youth from schools, vocational institutes, and rural societies. Facing declining sales, the tobacco industry intensified efforts through online sales, tax lobbying, and social media ads. Challenges included forming youth groups, mobilizing policy makers online, and countering tactics like cannabis legalization promotion and indirect advertising in TV shows. Despite these hurdles, the youth groups continue to actively combat the industry's strategies.
INTERVENTION OR RESPONSE: Youth groups were formed through online platforms, fostering connections and collaboration to identify tobacco industry tactics. Initial activities included setting targets, addressing challenges, and creating competitions to engage participants online and transitioned to in-person.
RESULTS AND IMPACT:

• Forming 36 gender-balanced youth groups, each comprising 40-50 members,
• Identification of 17 unique tactics, with a total of 432 individual strategies identified.
• Development of 33 online counter-platforms.
• Successful lobbying of 29 policymakers, 245 shop owners, and 82 artists.
• Implementation of 72 advocacy programs, 16 individuals quit smoking, an additional 43 identified as having quit.
• Encouragement of 37 outlets to cease tobacco sales.

CONCLUSIONS: This initiative underscores the potential of a sustainable system driven by well-trained and mentored youth groups. By identifying and countering tobacco industry tactics, engaging in advocacy and lobbying, and reducing tobacco use among their peers and communities, these youth groups have made significant strides in undermining the industry’s influence.