BACKGROUND AND IMPLEMENTATION CHALLENGES: Each year, tobacco-related diseases result in the death of more than 8 million people globally. Meanwhile, the tobacco industry continues to rake in enormous profits, which it then uses to weaken tobacco control efforts and obstruct other life-saving policies aimed at protecting public health.
MBTP campaign aims to challenge the tobacco industry's harmful practices and to push governments to implement liability. The long-term goal is to introduce accountability measures that will curb corporate misconduct and help prevent diseases caused by tobacco consumption. The immediate objective during the first year was to advocate for the adoption of liability decisions at COP10.
INTERVENTION OR RESPONSE:

• Forming a coalition of organizations with a digital hub at MakeBigTobaccoPay.org
• Launching a global petition, along with an international letter of support signed by civil society organizations and individuals with expertise in liability, reparations, and legal accountability.
• Organizing global training sessions for journalists to raise awareness of the importance of Article 19.

RESULTS AND IMPACT:

• The campaign kicked off on World No Tobacco Day in 2022.
• The petition collected over 30,000 signatures, and more than 80 organizations and experts lent their support to the sign-on letter.
• Two global journalist training sessions on Article 19 were held in anticipation of COP10.
• COP10 adopted a decision that reinforces the implementation of liability measures under Article 19.
• During World Cancer Congress in 2024, the petition and sign-on letter were relaunched, to secure the implementation of the COP10 decision by COP11. Also, a civil society survey to document liability challenges in the 6 WHO regions was launched.
  

CONCLUSIONS:

• Public mobilization is essential for influencing international policies.
• Tools like global petitions, sign-on letters, and journalist training are highly effective in building visibility and demonstrating broad support to policymakers.
• Collaboration across civil society organizations is fundamental for achieving meaningful change.