On April Fools' Day, youth advocates across the country will come together to call Big Tobacco’s bluff and expose them for who they really are: jokers who gamble with people’s lives.

The stakes couldn’t be higher. Big Tobacco is running new PR campaigns claiming they’re the good guys! They say they’ve reformed, that they’re "beyond smoking," and that they want a "smoke-free world." But it’s the same lie they’ve been telling for decades.

They aggressively market deadly cigarettes while raking in billions of dollars in profits. They fight policies that would actually reduce tobacco use. They constantly develop new products to hook kids. In a nutshell, they continue to lie, cheat, and fool people into a lifetime of addiction, disease and death.

But we’re not fooled. Let’s go all in and take down these jokers once and for all.

Here's how to get involved:

EXPOSE

Call Big Tobacco’s bluff! Play the humor card to show their rhetoric against reality.

DOCUMENT

Put your cards on the table! Chronicle Big Tobacco’s impact on your life.

ADVOCATE

Show your hand! Call on legislators for change.

PLEDGE

Stack the deck! Sign the pledge to Take Down Tobacco.

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