The 84

Also: The 84 Movement

Massachusetts youth-led tobacco prevention movement (US-MA) started in 2005 by the Department of Public Health's Tobacco Cessation and Prevention Program, named for the 84% of Massachusetts youth who did not smoke at the time. Local chapters run policy and counter-marketing projects.

Years: 2005–now
Country: United States
Coined: The 84
Topic: Tobacco
Asks people to: Never start Support a policy
Strategy: Industry denormalization Social norms
Channel: Events School Social (organic)
Audience: Youth

Evidence

Self-reportedUnknown

Sponsor reports youth non-smoking rising to about 97% (2023) and about 100 chapters; no independent evaluation of the movement found.

Sponsor (who paid)

Massachusetts Department of Public Health, Tobacco Cessation and Prevention Program State local government, funder

Credits (who made it)

Health Resources in Action Strategy, 2007- source

Related campaigns

Massachusetts Tobacco Control Program media campaign 1993–now

Sources

What is The 84 Movement? sponsor
Mass.gov: Youth tobacco use prevention sponsor
HRIA: The 84 Movement to Fight Big Tobacco in MA reference

Research notes

US-MA. A social-norms name ("84%") used as the brand. Credits checked 2026-10-22 against fetched pages: Health Resources in Action (HRiA project page, read via Wayback: 'The 84 Movement to Fight Big Tobacco in MA', year 2007, status current; HRiA provides chapters with activities and technical assistance). Corrected 2026-10-22: years 2007- added. Taxonomy gap: no strategy value for youth empowerment/advocacy. Ad library search: "The 84", "The 84 Movement", "Massachusetts Department of Public Health".

Record cases/ma-the-84.json, updated 2026-10-22· Link to this campaign