Young people in Brazil, Indonesia, Mexico and the Philippines are exposing the manipulative tactics of Big Tobacco and demanding change
May 29, 2026 (New York) – For World No Tobacco Day 2026, youth groups in Brazil, Indonesia, Mexico and the Philippines gathered in schools, plazas and parks to voice the harms they experience from nicotine at the hands of the tobacco industry. They’re demanding that policymakers hear their concerns and protect them from predatory marketing—joining a global movement called F*Nicotine that’s been calling for change since 2025.
The creator-led social media campaign—supported by Vital Strategies—has seen young people warning their peers about the evidence showing that nicotine harms developing brains up to age 25 and exposing the industry’s insidious marketing tactics to get young people to start the habit. So far, creator videos published on TikTok and Instagram have reached 40 million people, and analysis of video comments shows that many of the people encountering the campaign are just as outraged as the creators sharing the message. They want the industry to back off.
“F*Nicotine is the next generation’s answer to a digital world awash in content looking to turn young people into lifetime ATM machines for the tobacco industry. We’re proud to partner with passionate youth who are lending their creativity to getting the word out that nicotine is harmful to young minds. Their videos—whether hysterical, poignant, clever, or sad—are reaching tens of millions in four countries and growing,” said Steve Hamill, Vice President and Global Lead of Policy Advocacy and Communication at Vital Strategies. “F*Nicotine is young people’s message to their friends to stop believing tobacco industry grift, and to policymakers to stop sitting on their hands. It’s time to pass proven policies that could bring about a tobacco-free generation.”
Years of analysis across several countries by Canary, an AI-powered service that alerts to public health threats in digital and social media, demonstrates that tobacco ads on youth-dominated platforms like Instagram, Facebook and Tik Tok are reaching billions, and have extended into virtual worlds, gaming, crypto schemes and beyond.
The online campaign was brought to life through physical mobilizations held from May 21-24 at various youth-frequented venues:
- A high school yard during classes in Bandung, Indonesia, led by Indonesian Public Health Association West Java and student leaders at SMAN 20 High School. The provincial secretary attended and listened to the students’ calls for change, and the participants carried out a human puzzle performance symbolizing how individuals, communities, governments and schools must work together to say no to nicotine.
- A public square and major street in downtown Quezon City, Manila, led by Positive Youth Development Network. Attendees participated in a dance challenge, a community march and the launch of a youth statement calling for a total vape ban in the country.
- A large park on a Saturday morning in downtown Mexico City, Mexico, led by Foundation for Health Strengthening in Mexico. A sport activation that integrated educational messaging on the harms of nicotine engaged participants in understanding the damage nicotine does to a healthy young person.
- An open avenue during Sunday open streets in São Paulo, Brazil, led by Girl Up Brasil. Young people marched down the avenue and engaged passersby through conversations and flyer distribution, publicly denouncing the tobacco industry’s predatory marketing tactics.
The events collectively engaged over 1,000 young people, and the leaders of each event passed a virtual baton to the next country in a gesture of unity and continuity, encouraging them to keep the momentum going across the globe.
“What brings me hope when I fight the tobacco industry is to believe that, in the long term, I’m fighting for the future of youth, for a healthier youth free from addictions, and that I can live fully,” said Deborah Vitória, a 20-year-old youth leader from Brazil.
Citing data showing that nicotine use during adolescence can harm parts of the brain related to attention, learning, mood and impulse control, creators and youth leaders are engaging their peers and networks to counter the industry’s narrative that products like electronic cigarettes (i.e. vapes) are harmless. They are also exposing the manipulative tactics of the industry, which specifically targets youth by using child-friendly flavors and sleek designs, which they promote at sporting events, concerts, and even schools. They also promote them in youth TV shows and games and online via young creators.
The World Health Organization recently reported that approximately 15 million children aged 13-15 worldwide use electronic cigarettes. This has been made possible in part because of the industry’s manipulative messaging that leads young people to believe nicotine products are harmless and less addictive than smoking. With F*Nicotine, young people are taking the lead, calling on their communities to join them in rejecting Big Tobacco’s addiction trap and on their policymakers to regulate the industry effectively.
Young people are joining the F*Nicotine campaign using the hashtags #FNicotine, #Brainjack, and #SnapTheTrap.
Visit the campaign website and this folder to view campaign photos, videos and testimonials from the events, as well as links to all content creator campaign videos. The website is also available in Spanish, Portuguese and Bahasa Indonesian.
If you are interested in learning more, the youth leaders from Girl Up Brasil, SMAN 20 High School (Indonesia), Foundation for Health Strengthening in Mexico and Positive Youth Development Network (the Philippines) are available to speak with you, as is Vital Strategies’ Vice President and Global Lead of Policy Advocacy and Communication, Steve Hamill
About Vital Strategies
Vital Strategies believes every person should be protected by an equitable and effective public health system. We partner with governments, communities and organizations around the world to reimagine public health so that health is supported in all the places we live, work and play. The result is millions of people living longer, healthier lives.
Learn more at vitalstrategies.org or follow us on LinkedIn. Girl Up Brazil, SMAN 20 High School (Indonesia), FUNSAMEX (Mexico) and Positive Youth Development Network