Attending the World Conference on Tobacco Control (WCTC2025) in Dublin, Ireland, was more than just an honor — it was a transformative experience. As a scholarship recipient courtesy of The Union, I joined hundreds of passionate advocates, policymakers, and researchers, all united by a shared mission: ending the global tobacco epidemic. Over the course of three days, I gained invaluable insights, forged powerful connections, and had the opportunity to share our work from Kenya with a global audience.
The first day’s energy was electric. The tone was set right from the launch of CTFK’s Budget Advocacy Toolkit, a timely resource given the current funding landscape. During the opening session, Vandana Shah gave us a powerful reminder: “Passing laws alone doesn’t save lives. Implementing them does.” That truth stayed with me throughout the day. The conference delved deeply into the challenges of tobacco control financing, with thought-provoking insights from Yolonda Richardson (CEO, CTFK) on reimagining public health funding amid changing models, and Kelly Larson (Bloomberg Philanthropies), who clearly stated: “We don’t fund forever — we demonstrate, so governments can sustain.”
A proud moment for Kenya was hearing Celine Awuor (CEO, IILA) present on our very own Tobacco Control Fund and Solatium Fund, which has already raised over USD 2 million to support national programs. Breakout sessions in the “World Café” style allowed us to brainstorm ideas around sustainability, coalition-building, and advocacy planning. The Opening Plenary, featuring remarks from Dr. Tedros (WHO DG), Prime Minister Michael Martin, and The Union’s Dr. Cassandra Kelly, underscored the urgency and shared global commitment.
Day two was particularly special for me, as I had the opportunity to present our groundbreaking work at Stowelink Foundation on countering tobacco industry interference in digital spaces through our flagship initiative — the Tobacco Industry Interference Digital Watch Initiative (TIIDWI). Why does it matter? Because the tobacco industry is rapidly shifting strategies — increasingly using digital platforms to spread misinformation, downplay risks, and delay policy action.
Our response through TIIDWI has been to build a digital defense line using real-time monitoring (Google Alerts), youth micro-influencer engagement, creative, evidence-based messaging, and timely counter-narratives. So far, our impact has been significant: over 1.25 million people reached online, 57 pro-tobacco posts flagged and countered, pro-health media narratives amplified, youth voices empowered, and momentum built for policy change. TIIDWI isn’t just a project — it’s a movement. One that proves digital surveillance is a frontline strategy in tobacco control.
The final day was powerful and action-packed. The morning plenary, titled “Mission Possible: Every battle moves us closer to winning the global tobacco war,” reinforced the idea that while industry reinvention is real, so must be our vigilance. We explored whistleblowers exposing unethical industry practices, journalistic investigations, legal battles and lawsuits against Big Tobacco, and countries that have successfully halted the sale of new tobacco products. Later, I attended a session on the implications of changing U.S. global health policies on global tobacco control, with insightful discussions from Iqbal Masud, Mumtaz Mughal, and Celine Awuor.
The conversation highlighted real threats from funding cuts, the potential vulnerability of national governments to industry influence, and the risk of diverted tobacco control budgets. However, we also examined potential solutions — strengthening domestic resource mobilization, leveraging dedicated Tobacco Control Funds, and deepening partnerships with initiatives like Bloomberg Philanthropies.
As I left Dublin, one truth remained crystal clear: The tobacco industry may evolve, but so will we. And we must. Our digital work through TIIDWI is part of a global resistance — and I am committed to building on the momentum we’ve created. I remain deeply grateful to The Union, Bloomberg Philanthropies, and every brilliant mind I met at #WCTC2025. Let’s keep resisting. Let’s keep pushing. The mission is not just possible — it’s urgent.
#TIIDWI2025 #ActOnNCDs #LeadOnNCDs
ODUOR KEVIN 