BACKGROUND AND IMPLEMENTATION CHALLENGES: In January 2023, Mexico enacted a landmark comprehensive law banning tobacco advertising, promotion, and sponsorship (TAPS) and extending smoke-free environments to include all public spaces, such as stadiums and beaches. Despite its significance, the law faced challenges, including limited public knowledge and business resistance. The campaign “Cero Humo Aquí No Fumo” was launched in collaboration with the National Commission on Mental Health and Addictions to address this. The goal was twofold: inform the public about their rights under the new law and empower them to report violations through mexicosinhumo.org.mx and the Quit Line.
INTERVENTION OR RESPONSE: The campaign utilized a multi-platform approach, with Social Media as the primary vehicle for engagement and ads in public transportation. Four key video messages addressed the law's scope, the right to smoke-free spaces, and the reporting process for non-compliance. Strategic targeting ensured the campaign reached diverse audiences across major urban centers, prioritizing individuals aged 18–45 interested in health, outdoor activities, and family-friendly environments. Paid ads amplified visibility, achieving over 24 million impressions and reaching 10.7 million people and more than 35 million impacts in public transportation.
RESULTS AND IMPACT: TikTok emerged as the most effective platform, generating 15.9 million views and driving significant traffic to the reporting website. User feedback revealed that 75% of viewers supported the law, with many sharing personal stories or reporting non-compliant venues. The campaign’s success lies in its ability to simplify complex regulations into relatable, actionable messages, inspiring collective advocacy and accountability.
CONCLUSIONS: Mexico’s campaign demonstrates the power of digital advocacy in advancing tobacco control policies. By leveraging social media to bridge the gap between legislation and public engagement, the initiative provides a scalable model for other nations. Future campaigns should expand the use of localized insights and interactive formats to enhance impact and foster sustainable behavior change globally.