Leading the world to a tobacco-free future rooted in justice, equity, and collective wellbeing.
Project Sunset
A world where no one has to die from tobacco
Our Mission
Permanently remove commercial tobacco products from the market
"Tobacco is deeply harmful to human health and there can be no doubt that the production and marketing of tobacco is irreconcilable with the human right to health"
The Danish Institute For Human Rights
What is the tobacco endgame?
It has a deadline/due date. It will vary, but it is not “someday”
Operationalizes ASH’s vision to end the death and disease caused by tobacco
Addresses tobacco as a systems issue, rather than a behavioral issue
It is not simply pressing harder on demand reduction
Shifts focus of policy from demand to product/supply, and from the victim to the perpetrator
Report: Making Tobacco Industry Elimination Inevitable
Communications Strategies to Reach the Tobacco Endgame
The time has come to move from controlling tobacco to eliminating the industry entirely.
