In 2023, the second phase of United Against Tobacco Campaign (UATC) was launched, a collaborative effort with local partner EMPHNET, and the CDC. Initially the UATC started in 2022 to reduce tobacco use during the pandemic in Jordan, Egypt, Iraq, and Palestine, the campaign's second phase (2023-2024) expanded beyond COVID to combat secondhand smoke and encourage enforcement of smoke-free policies, with a theme of protecting children.
UATC Jordan
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(Left) Copy: Studies show secondhand smoke can cause children behavioral problems. Spread the word: smoking is banned in public places by Jordan's public health law.
(Right) Copy: (Top left corner in red) Our Mission is to Protect Our Children. (Top left in black) Nothing is safe in a place where there is smoke. (Middle white) Children with asthma who inhale secondhand smoke are at greater risk of developing severe asthmatic episodes that require hospitalization. (Bottom in red) According to the public health law, smoking is prohibited in public places. Spread the word and protect your children.
This campaign was much needed and welcomed by local partners because it tackled tobacco control in a region where regulation and enforcement of smoke-free policies have been overlooked and ignored. Tobacco rates here are some of the highest in the world with 65% of men in Jordan using tobacco and 18- to 29-year-olds making up 40% of smokers in Palestine. In both countries, along with the broader Middle Eastern region, one often sees women, children and young people exposed to tobacco due to a lack of strong policies and a culture that accepts smoking in restaurants, clinics and even schools. Phase II highlighted these challenges and aimed to encourage a shift in cultural acceptance towards the need for smoke-free environments.
Phase II reached about 10 million people across both countries through social media, radio, posters and billboards, and community activities. It played a pivotal role in raising awareness about the dangers of secondhand smoke. In Jordan, the campaign inspired a statement from His Majesty King Abdullah II on the importance of fighting tobacco use among children in Jordan, spurring renewed efforts to create a National Tobacco Control Strategy and tapping our local partners’ expertise at EMPHNET to participate and leading to the recruitment of tobacco control officers by the ministries of health and education.
However, what most stands out about this campaign is the dedication of our NGO partners during challenging times. While the war in Gaza escalated in October 2023, our partners, including the Institute of Community and Public Health (ICPH) and the Media Development Center at Birzeit University in Palestine and the Royal Health Awareness Society (RHAS) in Jordan, continued to push the campaign forward.
UATC Palestine
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(Left): Protect our children from secondhand smoke. Children exposed to second-hand smoke are more likely to suffer from ear infections, asthma, and chest infections. Know your right: The Palestinian law prevents smoking in public places. To help smokers quit smoking, kindly visit the Ministry of Health clinics.
(Right) Social media post and (Left) banner in Al-Bireh, Palestine. The model is the son of one of the partners from Birzeit University. Despite the war the poster is still up at the Bireh Municipal Cultural Center.
Remarkably, In Palestine, under Dr. Niveen Abu–Rmeileh ’s leadership, the campaign not only met but exceeded its goals. Despite the war, her team managed to secure community support, conduct educational workshops during the summer and launch a smoke-free school initiative in more than 70 schools. Their relentless dedication amidst adversity was truly inspiring to us and we hope to get the word out to tobacco control advocates everywhere. Look for our publications on this campaign in the coming months.
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The success of UATC highlights the power of culturally-tailored, media-driven public health initiatives to drive policy. It shows the importance of continuous engagement and collaboration to sustain anti-tobacco measures and improve public health, especially in regions with high smoking rates.
For details on the campaign including materials, results and more, check out the UATC website we created and is now being managed by are partners at RHAS.
You can also read our final report about this program.