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 […]

The National Conference on Tobacco or Health (NCTOH) is one of the largest, long-standing gatherings for top United States tobacco control professionals. The conference attracts a diverse group of public health professionals, researchers, and anyone interested in examining the latest evidence on best practices in tobacco control and how to apply current research findings to tobacco control policy, advocacy, and […]

Since 2002, Breathe’s Thumbs Up! Thumbs Down! (TUTD) project has collaborated with the Truth Initiative and partners from the University of Chicago, NORC and predecessors from University of California, San Francisco. Breathe staff and youth partners collect data on the depiction of tobacco products in top grossing movies as well as the most popular television and streaming shows on platforms […]

On March 15th and 17th, ten Breathe Youth Advisory Board and Rio Americano Public Health Club students participated in the 2021 Youth Quest event. This is an annual youth event organized by the California Youth Advocacy Network and this year’s theme was “Times Change. Issues Remain. Tobacco Gains.” This event included a virtual kickoff and training on March 15th where […]