Elvina Majiwa, Executive Director of Health Conscious Africa, has been awarded the prestigious World No Tobacco Day Award 2025 by the World Health Organization (WHO). This global recognition celebrates her exceptional leadership in advancing tobacco control and championing youth-centered public health initiatives across Kenya and East Africa.
As a member of the Kenya Tobacco and Nicotine Tax Coalition, Majiwa has played a critical role in advocating for stronger, evidence-based policies aimed at curbing tobacco use—particularly among young people. Her contributions have been central to national campaigns under the Cancer Prevention Programme, a collaborative initiative supported by the Union for International Cancer Control (UICC) and Cancer Research UK (CRUK).
Majiwa’s Statement on World No Tobacco Day
In her address during the 2025 World No Tobacco Day commemoration, Majiwa dedicated the award to youth advocates committed to safeguarding future generations from the harms of tobacco and nicotine addiction.
“I stand united with other young advocates dedicated to safeguarding our generation and future generations from the harmful effects of tobacco and nicotine addiction.”
She echoed the year’s theme, "Unmasking the Appeal," which calls attention to how the tobacco industry uses misleading tactics to attract young users:
“With sweetened flavors, toy-like packaging, and influencer-driven marketing, these companies mislead us into believing that their products are trendy, harmless, or even desirable.”
Majiwa also emphasized the need for urgent regulatory action and transparency in policymaking, pointing to the industry's digital manipulation and branding strategies:
“As young people, we refuse to be manipulated by the tobacco industry, whose legacy is built on endangering lives.”
She concluded her remarks with a call to action for:
A ban on flavored tobacco and e-cigarettes
Protection of policymaking from industry interference
Increased taxation on both conventional and electronic cigarettes to reduce affordability, especially for children and youth
National Commitment to Tobacco Control
Kenya’s Health Cabinet Secretary Aden Duale, speaking at the 78th World Health Assembly in Geneva, reaffirmed the government’s resolve to enhance tobacco control measures. He announced an increase in Kenya’s financial contribution to WHO to 20% and emphasized efforts to accelerate Universal Health Coverage, enforce the Social Health Authority (SHA), and strengthen policy protections from industry influence.
A Milestone in Public Health Advocacy
Elvina Majiwa’s recognition by WHO underscores the rising impact of youth-led and civil society-driven advocacy in public health. Her bold stance, complemented by government commitment, marks a significant step toward a tobacco-free future for Kenya and beyond.
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