Changing policy

Legislating against Big Tobacco

Campaign for Tobacco-Free Kids

Services we provided:

  • Audience Identification & Targeting

  • Content & Creative Development

  • Paid Media

  • Research & Message Testing

As e-cigarette use rates soared among teens with the explosion of flavored tobacco, the Campaign for Tobacco-Free Kids brought in BPI to help end the youth vaping epidemic. BPI developed strategic outreach targeted at key audiences to correct Big Tobacco’s misinformation, specifically revealing the depths and dangers of addiction to these insidious products. By leveraging a wide range of tactics, BPI was able to help successfully impact federal, state, and municipal policies. 

When the COVID-19 pandemic emerged, we pivoted to PSA campaigns ensuring parents understand how to spot vaping in their home, and the additional risk of severe COVID impacts caused by vaping.

At the same time, we have continued to raise awareness with parents across the country of the risks of e-cigarettes while educating them about policies that will protect their children. Targeting political elites has also been a crucial aspect of this ongoing campaign. We’ve designed numerous iterations of creative designed to specifically target decision makers and influencers and raise awareness of the role they can play to protect our kids.

As the fight wages on, BPI continues to provide strategic guidance helping the Campaign navigate an ever-evolving policy landscape.

Outcomes

On the Federal level, we’re working to ensure the FDA takes meaningful steps to protect kids. As evidenced by some big 2022 victories, FDA is taking notice and taking action:

  • In 2022 the FDA denied JUUL’s market authorization request and ordered all JUUL products to be pulled from the market.

  • The FDA also issued a rule banning menthol-flavored tobacco products, including cigarettes and cigars.

  • Most recently, the U.S. Supreme Court denied Big Tobacco's efforts to to block implementation of a California law ending the sale of most flavored tobacco products — allowing the lifesaving law to take effect.

Layering on top of federal action, Big Tobacco has been dealt serious losses in state after state.

  • We’ve partnered with TFK in dozens of cities, counties, and states across the U.S. to end the sale of flavored tobacco products and protect kids from being lured into a lifetime nicotine addiction.

  • We’re proud to have helped make a difference in so many localities across the nation:

Even with these tangible wins, the fight continues. On the heels of local victories across the country, new efforts to ban flavored nicotine products are gaining momentum. Together with TFK, we will continue to amplify these efforts while maintaining pressure on the FDA to ensure it follows through with its promise to ban menthol cigarettes while holding Big Tobacco accountable for the addiction crisis they created.