A Comprehensive Model to Engage Youth in Tobacco Prevention Locally and Statewide: The 84 Movement

The 84 Movement, funded by the Massachusetts Department of Public Health and managed by Health Resources in Action, began in 2005 to create a statewide, youth tobacco prevention movement. The 84 represents the 84% of youth in MA that do not smoke.

The 84 Movement supports youth in making their communities healthier, more just and more tobacco-free. It builds the leadership and capacity of youth to become powerful leaders in their communities and beyond, and celebrates the positive decisions that youth make. The 84 engages a wide spectrum of youth in its movement by providing multiple entry points for involvement.

Almost 100 “84 Chapters,” which are youth groups based in schools and community organizations, are active across the state. Chapter youth reach out to their peers with educational and positive social norms messages and work towards tobacco-related policy change efforts. Chapters receive tools and trainings to enhance their efforts, and gather annually to celebrate youth tobacco prevention victories. For example, statewide events such as an annual Kick Butts Day celebration at the Massachusetts Statehouse bring hundreds of youth together to educate stakeholders that the tobacco industry targets youth.

The 84 also utilizes web and social media to engage a wider audience of youth in tobacco prevention work. The84.org expands The 84's “virtual movement” through an online community of youth who are involved or interested in tobacco prevention.

The 84 provides insight and lessons learned on how to effectively and creatively engage youth in tobacco prevention efforts.