Project Reveal

With the tobacco industry spending more than ever on advertising and marketing, now is the time to take a STAND against the tobacco industry, nicotine dependence and secondhand smoke (SHS) exposure.


reveal logo

In 2011, the tobacco industry spent $8.37 billion ($23 million each day) on advertising, marketing, and promotion of its products. Nearly 90 percent of industry spending in this category was directed towards price promotion and price discounting strategies to increase retail sales. 1, 2 Between 1998 and 2008, tobacco industry spending on product marketing in California increased by more than 30 percent, from $504.3 million to $656.3 million.1, 3

Through a partnership with the Sacramento Chinese Community Service Center, Reveal will investigate how the tobacco industry influences youth smoking. High school youth will complete a tobacco retail assessment of 100 stores in the Sacramento area to gain awareness of the tobacco industry marketing tactics. These youth develop and implement a anti-tobacco advocacy campaign after participation in a Youth Summit. Reveal will provide the opportunity for young people to gain the ability and authority to make decisions that help improve the policy environment, change social norms and reduce smoking initiation and consumption in their communities.

Please contact Carol Maytum at 916-444-5900 x206 or This email address is being protected from spambots. You need JavaScript enabled to view it. for more information.

1 Federal Trade Commission. Cigarette Report for 2011: Washington: Federal Trade Commission, 2013
2 Campaign for Tobacco-Free Kids. Toll of Tobacco in the United States of America. 2011
3 Campaign for Tobacco-Free Kids. State-Specific Tobacco Company Marketing Expenditures, 1998-2008. 2011