BACKGROUND AND IMPLEMENTATION CHALLENGES: The tobacco industry uses sophisticated tactics to whitewash its image, including hijacking the "Smoke-Free" narrative to promote products like vapes and sponsoring youth events. They also engage in "greenwashing" by funding environmental projects, such as mangrove planting, while their products contribute to environmental pollution. These strategies target youth and obscure the harmful effects of tobacco, highlighting the urgent need for innovative and multi-sectoral responses.
INTERVENTION OR RESPONSE: The Save Our Surroundings (SOS) initiative presents a transformative communication model addressing these challenges through three components: (S)haping the Conversation, (O)wning the Target, and (S)tepping into Action. By integrating eight pillars: Health, education, economy, human rights, public policy, child protection, environmental sustainability, and social culture, SOS elevates tobacco control advocacy across sectors. Combining grassroots mobilization, digital campaigns, and policy advocacy, SOS creates systemic change and amplifies public discourse.
RESULTS AND IMPACT: Since its launch, SOS has generated 1.79 million impressions in 8 days, supported by 6 macro-influencers and over 9.000 nano-influencers, resulting in 252.000 interactions and more than 50 media coverages. In its first year, SOS mobilized more than 10.000 participants across Indonesia through marches, petitions, and lobbying efforts. By framing tobacco control as a multi-issue agenda, SOS gained support from 8 government institutions, 13 political parties, 5 House representatives, 3 local councils, and over 68 CSOs. These efforts contributed to the integration of tobacco control measures into the Omnibus Health Law, and advocated for increased tobacco taxation to curb affordability and protect public health.
CONCLUSIONS: This paper critically evaluates SOS as an innovative communication framework, emphasizing its alignment with Sustainable Development Goals (SDGs) 3 and 13, and its scalability in other high-burden contexts. The findings demonstrate how integrated advocacy strategies can counter TI narratives, foster global collaboration, and drive a paradigm shift in tobacco control. SOS exemplifies the transformative potential of strategic communication in achieving healthier, more equitable societies.