JOHANNESBURG, South Africa – As the world marks 20 years of the Framework Convention on Tobacco Control (FCTC) on 27 February, global organisation Campaign for Tobacco-Free Kids (CTFK) has highlighted South Africa’s tobacco control efforts in a mini-documentary showcasing bold actions to protect public health: The Rise of a Tobacco-Free Nation.

“The Rise of a Tobacco-Free Nation forms part of a pan-African storytelling series, spotlighting the resilience, leadership, and advocacy driving tobacco control efforts across the continent,” says Bintou Camara, Regional Director, Africa Program for CTFK. ​ “South Africa’s story is one of many inspiring journeys shaping a healthier future for Africa.”

At the heart of this powerful story is Protect Our Next, a movement of public health organisations, community organisations and citizens driven by a shared determination to safeguard the well-being of generations to come. Protect Our Next was launched in 2018 with a singular purpose to convey a unified message to policymakers, government, and the society that public health must be prioritised over tobacco industry profit.

For seven years, Protect our Next has mobilised South Africans to advocate for stronger tobacco control by empowering communities through education, awareness, and grassroots support, fostering youth leadership by equipping young people with the skills and knowledge to be effective advocates, and strengthening partnerships with diverse stakeholders such as health professionals, civil society organisations, schools, and government. Together, these efforts aim to build a united front against the might of the tobacco industry.

The mini-documentary features personal stories and expert insights from key partners that form part of Protect our Next, including the South African Medical Research Council (SAMRC), the National Council Against Smoking (NCAS), the Cancer Association of South Africa (CANSA), the South African Tobacco Free Youth Forum (SATFYF), and the Africa Centre for Tobacco Industry Monitoring and Policy Research (ATIM).

“With the new Control of Tobacco Products and Electronic Delivery Systems Bill finally in parliament after seven years, and the final rounds of public consultations complete, South Africa is at a critical point in strengthening critical tobacco control laws,” says Zanele Mthembu, South Africa country lead for CTFK and the convenor of Protect our Next. “We want government to know that people of South Africa say yes to this bill. It’s going to save lives. We have truth and evidence on our side.”

South Africa was one of the first signatories to the WHO Framework Convention on Tobacco Control (FCTC). In alignment with South Africa’s FCTC commitments, this landmark Bill incorporates evidence-based measures that address critical gaps in the country’s existing tobacco control policies. Key provisions include a comprehensive ban on smoking in public spaces, stricter regulations on the advertising, promotion, and sponsorship of tobacco and electronic delivery systems, and the introduction of plain packaging to reduce the appeal of these products.

“By implementing these evidence-based strategies, South Africa reaffirms its dedication to protecting public health and complying with the global standards set by the FCTC,” says Mthembu. “This Bill is a significant and essential step towards reducing tobacco consumption and its associated health burdens.”

Dr Catherine Egbe, Senior Specialist Scientist in the Mental Health, Alcohol, Substance Use and Tobacco Research Unit at the SAMRC, emphasises the significance of collective action, saying, “The 2021 South African Global Adult Tobacco Survey Report is a wake-up call, revealing the high prevalence of tobacco use in South Africa. 29.4% of adults aged 15 years and older use tobacco. I’m inspired by the efforts of all partners in the Protect Our Next campaign to change the narrative, particularly with the progress of the Tobacco Control Bill, which prioritises the health of every citizen, every community and the nation at large.”

The 2021 South African Global Adult Tobacco Survey (GATS-SA) reveals that the prevalence of tobacco use in South Africa remains alarmingly high, with 29.4% of adults aged 15 years and older identified as current tobacco users. This stark figure underscores the urgency of implementing stringent tobacco control measures to safeguard public health and reduce the burden of tobacco-related diseases across the nation.

Monitoring the tobacco industry activities is crucial to the Protect our Next collective mission. Prof Lekan Ayo Yusuf, Director of NCAS, ATIM and Head of the School of Public Health at the University of Pretoria, says the tobacco industry tactics are clear, hook them young, profit from their addiction, and sacrifice their future. ​ “Exposing and countering manipulative marketing strategies by the tobacco industry, preventing the exploitation of regulatory loopholes, protecting children and adolescents from targeted advertising and sales, and supporting the development and implementation of effective tobacco control policies are all critical priorities.”

Youth advocacy plays a central role in Protect Our Next, with initiatives led by SATFYF amplifying the voices of young South Africans. Sanele Zulu, Convenor of SATFYF, says: “We bring the youth energy to Protect Our Next, ensuring young voices are heard. ​ We mobilise youth to safeguard their own futures and empower communities to demand change. With the proposed Tobacco Products and Electronic Delivery Systems Control Bill, we are closer to achieving our vision of a smoke-free South Africa where young people can thrive, free from nicotine addiction. ”

Through Protect Our Next, South Africa’s diverse communities are coming together, united by a shared love for their country and a determination to build a healthier, smoke-free future.

“Protect Our Next was born, driven by passion, informed by research, and fuelled by determination to protect the health and the future of South Africans,” says ​ Lorraine Govender, National Manager Health Promotion at CANSA. ​ “We will not rest until our youth are protected, our communities are empowered, and our future is tobacco-free.”

http://www.protectournext.co.za