Mass Youth Against Tobacco of Massachusetts: Involving Youth in Tobacco Prevention Using Web and Film Technology

Mass Youth Against Tobacco (MYAT), funded by the Massachusetts Department of Public Health and managed by The Medical Foundation, began in 2005 to create a statewide, youth tobacco prevention movement. MYAT aims to engage a wide spectrum of youth in its movement by providing multiple entry points for involvement. By its second year, MYAT began utilizing web and film technology to extend its reach and involve youth who had not been previously engaged in the tobacco prevention movement.

The84.org, MYAT's website, was developed to create an online community of youth involved or interested in tobacco control work. Since social networking websites (e.g. MySpace and Facebook) are highly utilized by youth today, the84.org follows this trend and provides space for youth to find tobacco prevention resources, connect with peers, and share ideas. The84.org provides a platform for MYAT to expand its “virtual” movement.

Similarly, MYAT's film-shorts contest provides youth a creative space to explore tobacco prevention issues. This annual contest asks youth to create thirty second film-shorts on various tobacco prevention themes, allowing youth to be creative while critically analyzing issues surrounding tobacco. At the contest's culmination, participants gather at an awards celebration, thus linking them to a community of MYAT youth advocates statewide.

Using film and web technology is a successful way to engage youth in tobacco prevention efforts throughout Massachusetts. These efforts provide insight into utilizing technology in tobacco prevention and control efforts and by extension, in broader health promotion efforts among youth.