BACKGROUND AND IMPLEMENTATION CHALLENGES: One of the main obstacles to the implementation of the WHO Framework Convention on Tobacco Control (FCTC) is the interference of the tobacco industry (TI), which undermines the development and enforcement of effective tobacco control policies worldwide. This interference allows the TI to target new consumers, especially young people, fostering lifelong addiction. In this context, international cooperation and concerted global efforts are crucial to counter TI strategies and protect public health. This presentation will focus specifically on the value of communication strategies and the importance of intersectoral collaboration, as promoted by the Article 12 of the WHO FCTC, in overcoming these obstacles.
INTERVENTION OR RESPONSE: In 2024, the WHO FCTC Knowledge hub for Article 5.3 and the WHO FCTC Knowledge hub for Public awareness gathered a group of six representatives of youth non-governmental organizations (NGO) from around the world to exchange perspectives on protecting young people from TI’s harmful tactics. On the basis of this collaboration, a strategy to inform and empower youth against these practices was co-developped by producing communication material targeting young people. Pre-tests will be conducted in different geographical areas to assess the understanding and usefulness of the produced assets. Finally, leveraging this global network, the materials will be broadcast internationally to inform and mobilize young people against TI’s influence.
RESULTS AND IMPACT: This project fosters intersectoral and international collaboration between different types of actors (public health agencies, laboratories and NGOs) from all regions of the world, to counter the global influence of TI. It could also empower young people to recognize and stand up against the harmful effects of TI’s activities.
CONCLUSIONS: Aligned with the principles of FCTC, it illustrates a collective action that seek to produce greater impact and protect everyone’s right to the highest standard of health.