BACKGROUND AND IMPLEMENTATION CHALLENGES: The tobacco industry (TI) persistently exploits digital platforms to mislead youth, normalize tobacco use, and greenwash its environmental and health harms. Countering these tactics requires innovative approaches that empower youth to reclaim digital spaces. Traditional youth-led campaigns rarely address TI's escalating environmental damage or provide a global platform for creative expression.
INTERVENTION OR RESPONSE: Since 2020, the Global Media Competition (GMC), organized by the Global Center for Good Governance in Tobacco Control (GGTC) with Bloomberg Philanthropies’ support, fills these gaps. It empowers youth to deepen their understanding and advocate against TI tactics. It provides a platform for diverse voices—students, medics, and influencers—from 43+ countries, with significant participation from Indonesia, the Philippines, India, China, and Vietnam. Its inclusivity draws entries from low- and middle-income countries, mobilizing youth where advocacy resources are scarce. GGTC provides research materials to support informed advocacy. Annual themes inspire creative formats like videos, images, and infographics, widely shared on social media to engage advocates and public. GGTC further shares participants’ works with local advocates for policy use, amplifying their impact.
RESULTS AND IMPACT: GMC has engaged over 1,400 participants, with Facebook impressions increasing from 7.28K in 2020 to 22.7K in 2024. Popular finalists like “Exposing the Tobacco Industry in the Philippines” achieved significant engagement, averaging a 5K reach per entry. A public and expert voting system enhances transparency and builds awareness. Local advocates are encouraged to utilize winning submissions in policy advocacy, grassroots campaigns, and education.
CONCLUSIONS: GMC turns digital spaces into platforms for truth and advocacy, engaging youth in tobacco control. With minimal marketing, GMC relies on its advocate network, and sustained efforts are needed to integrate participants’ work into country-level advocacy. WHO’s collaboration in 2024 boosted visibility, but systematic in-country outreach could enhance its impact, establishing GMC as a sustainable source of advocacy materials for the tobacco control movement.