BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco use among youth in the Philippines remains alarmingly high, with initiation starting as early as age 8. In Balanga City in the Province of Bataan, a survey done in 2014 showed 56.9% of surveyed youth reported having a family member who smoked, reflecting tobacco’s strong presence in families and communities. This normalization increases healthcare burdens and reinforces cycles of poverty and poor health. Despite existing anti-tobacco policies, cultural norms and affordability continue to hinder progress.
INTERVENTION OR RESPONSE: Addressing the issue, then-Mayor Jose Enrique "Joet" S. Garcia III (now Bataan Governor) launched the Tobacco-Free Generation (TFG) initiative, a holistic and youth-driven movement to combat tobacco use. The initiative leverages strategic partnerships with schools, NGOs, and government stakeholders, alongside youth-led workshops, seminars, and campaigns, to raise awareness about the dangers of smoking and mobilize community action. Bataan scaled up the TFG model with youth-led initiatives, partnerships, and innovative activities, in 12 towns out of 12 in the province.
RESULTS AND IMPACT: A Guinness World Record event in 2016 with 13.000 youth showcased healthy behaviors and garnered widespread support, empowering them to lead tobacco-free advocacy and institutionalize smoke-free policies. Smoking prevalence decreased significantly in Balanga from 23.80% in 2010 to 11% in 2019, serving as a benchmark. Over 30,000 pledges were secured, and 2,000 ambassadors were trained. Community campaigns engaged 14,000 participants, with 99% supporting tobacco-free policies and 97% committing to stay smoke-free. The program’s success has inspired similar efforts nationwide, amplifying tobacco prevention efforts toward a smoke-free generation.
CONCLUSIONS: Bataan’s approach showcases the transformative impact of youth engagement and collaboration in combating tobacco use. Its scalable program serves as a model for global initiatives, promoting collective action while integrating mental health support and expanding the TFG framework nationwide.