From the red carpet to our televisions, we celebrate the glamourous fashion, artists and filmmakers that come together for the biggest award ceremony of the year, The Academy Awards! Commonly referred to as The Oscars, this celebration recognizes the excellence in cinematic achievements and this year marks the 96th Oscars, hosted by the talented guest speaker Jimmy Kimmel. Despite the […]
The fight against tobacco imagery in media has remained an uphill battle. However, the playing field is beginning to level. The Master Settlement Agreement kick started efforts to protect youth from being targeted subjects of tobacco advertising and eliminate branding advertisements in media. To quantify the compliance of the Master Settlement Agreement and advocate for youth, Smoke-free Screens (SFS) was […]
Did you know that November is Lung Cancer Awareness Month? In California this year, an estimated 17,000 people will be diagnosed with lung cancer and nearly 10,000 will die from the devastating disease, according to the American Cancer Society. In November, BREATHE’s Tobacco-Free Team tabled at the Love Your Lungs: Sacramento Lung Health Coalition event at City Church of Sacramento; and supported the Tobacco […]
We’re very familiar, especially here at Breathe California Sacramento Region, with the dangers of smoking cigarettes. We know that cigarettes can cause disability, disease, and death, so much so, that 110 Californian’s die every day at the hands of the tobacco industry. From research in recent years, we also know that frequent exposure to tobacco on screens make youth three […]
In the world of social media and celebrity culture, fans often follow their favorite stars as they navigate personal challenges, life changes, accomplishments, and struggles. One star who is known for sharing their life with fans online is Grammy winning rapper Doja Cat, who has gained popularity after two of her songs became viral TikTok sounds in 2020. Doja Cat […]
Are you between 14-24 and enjoy watching movies? Know someone who does? Then keep reading! Our Smoke-Free Screens program is recruiting new volunteers to review movies for tobacco content. Smoke-Free Screens is a data-collection partnership between Breathe California and Truth Initiative that examines the presence of commercial tobacco products across different media, including movies, TV shows, social media, music videos, […]
Truth Initiative’s fifth annual “While You Were Streaming” report analyzes tobacco imagery in popular entertainment and provides shocking statistics exposing how tobacco takes the spotlight across a myriad of platforms. We at Breathe California play a special role in this study as our youth provide the raw data for this report. Through our Smoke-free Screens Program, we give youth a […]
And the Oscar goes to…Tobacco. Unfortunately, tobacco imagery continues to dominate the films nominated for the Academy Awards. Under the direction of our partner Truth Initiative, Breathe’s Smoke-free Screens youth coded 39 Oscar-nominated films. According to the Truth Initiative’s analysis of the total 39 Oscar-nominated films screened, 28 nominations contained tobacco imagery, or 71.7% In spite of efforts of many […]
Most of us know by now that it is not safe to breathe wildfire smoke, or any form of air pollution, especially for those who are more vulnerable like children, those who are pregnant, the elderly, and those with certain lung or heart diseases, or diabetes (American Lung Association and CDC.gov). As an air quality and lung health organization, it […]
Have you taken a clean air pledge this year? October in California presents us with an interesting opportunity to re-visit our individual and collective efforts to make a difference in the air we all breathe. For decades, BREATHE has advocated for small changes to help us achieve our goal of improved air quality for healthy lungs. You can make a […]