The tobacco epidemic continues to worsen globally– 1.1 billion people smoke around the world, and 20% of all deaths in the US are attributable to tobacco. To counter this growing challenge, anti-tobacco organizations like Action on Smoking and Health (ASH) are using a human-rights framework to ask governments to adopt stricter anti-tobacco regulations.
We partnered with ASH on a video for their global network of anti-tobacco advocates. Our video captures real-time conversations between advocates in three countries—Germany, Uganda, and the United States—as they discuss ways to use a human rights framework in their anti-tobacco work. Through our video, we model the behavior ASH hopes to encourage in their advocates—mainly using their strong global network to tackle this complex new approach.