CTFK | Campaign Lives Bachao Size Bahao (Save Lives - Increase the Size) | India | 2015

At the Campaign for Tobacco-Free Kids (CTFK), I directed the “Lives Bachao, Size Badhao” campaign in India, an advocacy initiative focused on increasing the size of health warnings on tobacco packaging. The campaign was designed to counter the tobacco industry’s lobbying efforts and highlight the devastating health risks of tobacco consumption.

I coordinated media relations, policy advocacy, and coalition-building efforts, working closely with legal experts, medical associations, youth leaders, and grassroots activists. Through targeted press outreach and stakeholder engagement, the campaign generated 25+ national media placements and mobilized widespread public support, putting significant pressure on policymakers to act.

As part of this initiative, I also led strategic communications to ensure that evidence-based messaging reached decision-makers and the public. This contributed to India’s adoption of larger graphic health warnings, a landmark public health victory that aligned with WHO-FCTC recommendations.

This campaign reflects my ability to integrate communications, lobbying, and advocacy strategies to influence legislation, mobilize coalitions, and deliver measurable policy impact in challenging political environments.