Introductory Remarks by Oksana Levytska, Head of the Board, Advocacy Center "Life"
It’s a great honor for me to be part of the Advocacy Center “Life” and to collectively fight for what’s especially valuable now – health and life.
Those who play the long game win. Just as our health depends on daily decisions and lifestyle, public health, on a national scale, depends on comprehensive efforts – from state policy to the personal responsibility of each individual. Health is a marathon, not a sprint. That’s precisely why our work focuses on strategic changes and creating a sustainable system that will ensure the health of future generations.
Road safety has become a new direction for our activities that is another risk factor for premature mortality and disability. We can and must implement changes that will help protect our people.
I am grateful to the Ukrainian Defense Forces for our protection and for the belief in victory. It is this belief that gives us the strength and inspiration to work daily for our common future in an independent and strong Ukraine!
Introductory Remarks by Dmytro Kupyra, Executive Director, Advocacy Center "Life"
We have lived through yet another incredibly difficult year amidst the war. First and foremost, on behalf of the team of Advocacy Center “Life”, I want to thank the Defense Forces for giving us the opportunity to live in Ukraine, to work, and to fight for a healthy future for our nation.
This year has been special for us, as Advocacy Center “Life” celebrated its 15th anniversary. During this time, Ukraine has made significant progress in combating the tobacco epidemic. Thanks to joint efforts, numerous provisions of the WHO FCTC have been implemented, anti-tobacco legislation strengthened, and the prevalence of smoking among adults and children significantly reduced.
However, new challenges are emerging – in particular, the aggressive engagement of youth by the tobacco industry in the use of novel tobacco and nicotine products, which often serves as an “entry point” to nicotine addiction. It is our duty to protect children and youth from a new wave of the tobacco and nicotine use epidemic.
Russia’s full-scale war against Ukraine has caused a demographic catastrophe and exacerbated the problem of premature mortality. We are facing a rapid decline in the working-age population.
Over 80% of premature deaths in Ukraine are caused by preventable non-communicable diseases. The key risk factors for such diseases include tobacco and alcohol use, unbalanced nutrition, insufficient physical activity, constant stress, and road hazards. To preserve the health of Ukrainian youth, restore human capital, and ensure the resilience of the state, the “Life” team continues to advocate for the implementation of effective state policies.
Protecting health and increasing life expectancy are the foundation for Ukraine’s demographic recovery.
Mission
To improve people’s well-being, safety, and potential through effective civic representation and by influencing legislation and policy, primarily in the field of public health.
Vision
Life expectancy and quality of life in Ukraine are increasing. The government considers public health interests when making any political decisions. Every person’s right to health and personal development is protected by the state at the highest level.
15 Years of Fighting For the Health of Ukrainians: From Inception to Future Victories
2009
- Founding of Advocacy Center "Life"
- Establishment of the coordination center for the Coalition of public organizations and initiatives “For a tobacco-free Ukraine” on the platform of Advocacy Center "Life"
2010
- Ban on tobacco advertising in all print media
2011
- Start of a systemic fight against tobacco industry interference – launching of the anti-award "Golden Scythe"
2012
- Introduction of a ban on tobacco advertising and sponsorship
- Implementation of pictorial health warnings with images on tobacco packaging (50% of pack area)
- Ban on smoking in public and partially in workplaces
- All catering establishments declared tobacco smoke-free
2013
- Conducted a national monitoring of cafes, bars, and restaurants, which revealed that 93% of establishments comply with the law on banning smoking indoors
2014
- Founding of the project "Ukrainian Center for Tobacco Control," which became an analytical center for tobacco control
2015
- Advocacy Center "Life" was awarded the highest international distinction in tobacco control – "Protecting people from the harmful effects of tobacco smoke" at the 16th World Conference on "Health or Tobacco"
2016
- Manifesto "For a Tobacco-Free Future" signed by Ukrainian politicians, public figures, doctors, athletes and artists
2017
- Adoption of a seven-year plan for increasing tobacco excise taxes
- 23% reduction in smoking prevalence among youth aged 13-15 compared to 2011, according to the Global Youth Tobacco Survey (GYTS)
- Creation of a professional smoking cessation service stopsmoking.org.ua , which provides free assistance to smokers in quitting smoking (transferred to the Public Health Center of the Ministry of Health of Ukraine in 2022).
2018
- Coordination of the professional smoking cessation service stopsmoking.org.ua, which provides free assistance to smokers in quitting smoking (transferred to the Public Health Center of the Ministry of Health of Ukraine in 2022).
- Advocacy Center "Life" was awarded a distinction by the World Health Organization for outstanding achievements in tobacco control
2019
- Conducted an information campaign "Tobacco Smoke - The Invisible Killer" in partnership with the Public Health Center of the Ministry of Health of Ukraine, which led to Ukrainians more actively defending their right to smoke-free air
- Conducted the first "Tobacco Industry Interference Index" study in Ukraine and established the "Tobacco Industry Monitoring Center"
2020
- Harmonization of excise duties on heated tobacco products (HTPs), cigarillos, and cigarettes
- Introduction of excise duty on e-cigarette liquids
- Introduction of a ban on the sale of electronic smoking devices to persons under 18
2021
- Adoption of comprehensive anti-tobacco Law №1978-IX
2022
- Conducted two national information campaigns to protect public health during the full-scale war
- Entry into force of Law №1978-IX provisions regarding the regulation of e-cigarettes and their liquids
2023
- Provided expert support in the development of the draft order "On the approval of combined health warning sets"
- Inclusion of two international tobacco companies in the list of International Sponsors of War
2024
- Entry into force of updated health warnings on smoked tobacco product packages
- Adoption of the law increasing excise taxes on tobacco products
Tobacco Excises Save Lives!
The consistent policy of increasing excise taxes on tobacco products, advocated by Advocacy Center “Life”, made it possible in 2024 to ensure revenues to the State Budget of Ukraine from excise taxes on tobacco products and liquids used in e-cigarettes in the amount of UAH 96.6 billion – 20% more than in 2023.
The team at the Advocacy Center “Life” insists on continuing the policy of increasing excise taxes on tobacco products to protect public health, considering that the average excise tax rate in the EU is €177 per 1000 cigarettes. A dynamic and uniform increase in excise taxes on cigarettes and heated tobacco products will help reduce the prevalence of tobacco consumption and replenish Ukraine’s defense budget.
Successes and Achievements of the Advocacy Center "Life" Team in 2024
Ukraine shows a trend of decreasing prevalence in the tobacco and nicotine use epidemic
Surveys demonstrate a renewed trend towards decreasing consumption of tobacco and nicotine products, which, in particular, indicates the effectiveness of the annual excise tax increase policy and anti-tobacco Law №1978, which came into force in 2023.
% of Ukrainians consume tobacco and nicotine products daily
Updated health warnings on tobacco product packs came into force
On January 11, 2024, updated pictorial health warnings on packs of tobacco products for smoking came into effect. These warnings cover 65% of the pack’s surface area with graphic images and text about the harm and consequences of smoking, along with a QR code that links to the smoking cessation service stopsmoking.org.ua . This is an important stage in the implementation of European Commission Directive 2014/40/EU, which introduced a comprehensive set of measures to protect the public from the harm of tobacco products and electronic cigarettes.
Law on increasing excise taxes on tobacco and nicotine products adopted
On December 4, the Verkhovna Rada of Ukraine adopted Law №4115-IX on increasing the excise tax rate on cigarettes to €90/1000 pieces. This is a European integration requirement in accordance with Directive 2011/64/EU, and it transitions to taxation in euros to avoid the impact of inflation. For heated tobacco products, a 25% preferential rate was created, which Advocacy Center “Life” opposed.
The Advocacy Center “Life” team welcomes the increase in excise taxes on tobacco products and advocates for a harmonized increase in the excise tax on heated tobacco products to the level of cigarettes, which was in effect from 2021 until March 24, 2025, and is recognized by the WHO as best practice.
Increased public awareness of updated health warnings on tobacco product packs and the threatening consequences of smoking
In cooperation with the Public Health Center and the State Service of Ukraine on Food Safety and Consumer Protection, two waves of the social information campaign “Pictorial Health Warnings on Cigarette Packs Show the Real Consequences of Smoking” were conducted (January–February and August–October 2024).
The campaign explained the essence of the innovations – the updated health warnings on tobacco product packs (with graphic images and text about the harms of smoking on 65% of the packaging area). The materials helped raise public awareness of the risks associated with smoking and encouraged smokers to seek professional help to quit tobacco (reaching over 7 million people).
Draft Law №12091, aimed at protecting children and youth from the allure of novel tobacco and nicotine products, has been registered
On October 4, 2024, Draft Law №12091 was registered in the Verkhovna Rada. Experts from Advocacy Center “Life” provided their expertise for its development. The draft law implements updates to the European integration Directive 2014/40/EU, complies with the WHO Framework Convention on Tobacco Control, and proposes the following steps:
- Eliminate the visible display of tobacco and nicotine products at points of sale
- Prohibit flavored tobacco products (including fruits, sweets, menthol, etc.)
- Eliminate advertising preferences for trademarks of devices for heating tobacco, electronic cigarettes, and their liquids
- Introduce unified combined health warnings on the packaging of all tobacco products
Public awareness of the smoking cessation service increased as part of the "Quit Smoking with Professional Support" information campaign
In the summer of 2024, the team of the Advocacy Center “Life”, in cooperation with WHO in Ukraine and the Public Health Center (PHC), conducted a large-scale information campaign aimed at motivating smokers aged 35–59 to quit tobacco with professional support. As a result, the number of visitors to the PHC’s free smoking cessation service stopsmoking.org.ua increased fourfold — from 16 000 to 80 000 people during June–August.
The campaign reached tens of millions of Ukrainians through digital advertising (YouTube and Google Ads with approximately 11.5 million reach), social media (1.1 million impressions), radio (almost 1 million listeners), outdoor advertising (18.6 million potential views), media materials, and social advertising on TV, in the subway, and at train stations.
Nationwide survey "Consumption of Tobacco and Nicotine Products and Attitudes Towards Anti-Tobacco Measures" conducted among population aged 18+
In cooperation with the Kyiv International Institute of Sociology, a nationwide survey was conducted regarding the consumption of tobacco and nicotine products, the impact of tobacco and nicotine product advertising, and attitudes towards anti-tobacco measures. The research results demonstrate a trend towards decreasing consumption of tobacco and nicotine among the adult population of Ukraine.
Support Provided for the Development of an Educational Course for Medical Students on the Dangers of Novel Tobacco and Nicotine Products
At Danylo Halytsky Lviv National Medical University, a training module titled “Health Risks Associated with the Consumption of Novel Tobacco and Nicotine Products” was introduced for third-year students. The course was developed based on scientific articles, data from the World Health Organization, and the university’s own research, with the support of Advocacy Center “Life”.
This training module is open for implementation in other educational institutions.
The "Golden Scythe" anti-award was held to expose tobacco industry interference in health protection policy
In March 2024, Advocacy Center “Life”, in partnership with NGO “Anti-Corruption Headquarters”, announced the Members of Parliament – winners of the “Golden Scythe” anti-award, and government representatives awarded the “Golden Brake” for actions in the corporate interests of the tobacco industry. The Scythe symbolizes how politicians acting in the interests of the tobacco industry reap money and the nation’s health, resulting in the availability of alcoholic and tobacco products, unfair advertising, and tobacco sales at every turn. This, in turn, leads to an increase in the consumption of tobacco, nicotine products, and alcohol, negatively affecting the health of youth and causing unjustified deaths of hundreds of thousands of Ukrainians.
The capacity of specialists of the State Service of Ukraine on Food Safety and Consumer Protection to monitor compliance with anti-tobacco legislation was strengthened
Advocacy Center “Life” provided expert involvement in a training for representatives of the State Service of Ukraine on Food Safety and Consumer Protection, in partnership with the World Health Organization Country Office in Ukraine and the WHO Regional Office for Europe, to enhance the government’s capacity to implement state policy for protecting the population, especially children and youth, from the harm of tobacco and nicotine use.
"Media Fellowship-2024" scholarship program implemented to enhance media capacity for unbiased public information on the dangers of tobacco and nicotine use epidemic
In partnership with “Internews-Ukraine”, the “Media Fellowship-2024” scholarship program was conducted. Within the program, six scholarships were provided to representatives of national and regional media to cover the issue of tobacco and nicotine product consumption and the need to strengthen state policy to overcome the tobacco and nicotine use epidemic in Ukraine. The fellows created and published 29 materials with a total reach of over 3 million views.
Advocacy Center "Life" partnered in founding the initiative "Parents for a Tobacco and Nicotine-Free Ukraine"
Advocacy Center “Life” partnered in founding the “Parents for a Tobacco and Nicotine-Free Ukraine“ initiative – an association of parents and concerned citizens to consolidate efforts aimed at protecting children from involvement in tobacco and nicotine product use. Star parents, opinion leaders, parliamentarians, doctors, and public activists became ambassadors for the “Parents for a Tobacco and Nicotine-Free Ukraine” initiative, supporting the ambitious goal of overcoming the tobacco and nicotine use epidemic among children.
Introduction of motorcycle helmet quality standard initiated to enhance road safety
Advocacy Center “Life” actualized the necessity of introducing UN Regulation No. 22 on uniform provisions concerning the approval of protective helmets and their visors for drivers and passengers of motorcycles and mopeds (ECE Regulation No. 22) in Ukraine. An analysis of international practices and Ukrainian legislation was conducted, experts were engaged, and an optimal approach for Ukraine was identified. Consultations were held with the Ministry of Infrastructure regarding the implementation of ECE Regulation No. 22 on Motorcycle Helmet Safety.
Why is this effective?
High-quality standardized motorcycle helmets reduce the risk of death in road accidents by six times.
High-quality standardized motorcycle helmets reduce the risk of traumatic brain injuries by up to 74%.
Public awareness of road dangers was strengthened
In November – December 2024, as part of Road Safety Week and in observance of the World Day of Remembrance for Road Traffic Victims, an information campaign titled “How Ukraine Can Reduce Road Fatalities” was conducted. It focused on the main risk factors for road mortality and necessary legislative steps to protect passengers and drivers, particularly those of motorcycles and mopeds. The total reach of the campaign was approximately 3 000 000.
Results in Numbers
Information campaign
"Pictorial Health Warnings on Cigarette Packs Demonstrate the Real Consequences of Smoking"
- January – February 2024
- August – October 2024
Information Campaign
"Quit Smoking with Professional Support"
- June – August 2024
Information Campaign
World Day of Remembrance for Road Traffic Victims: How Ukraine Can Reduce Road Fatalities
- November – December 2024
Media Engagement
Materials developed
Infographics
Video clips
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Aid to the Ukrainian Defense Forces
Advocacy center “Life” held a charity auction to raise funds for a vehicle for the 105th Battalion of the 109th Territorial Defense Brigade of the Armed Forces of Ukraine.
GRATITUDE TO "LIFE" PARTNERS FOR EFFECTIVE AND FRUITFUL COOPERATION
OUR TEAM IN 2024
Dmytro Kupyra
Executive Director
Svitlana Sydorova
Administrative Manager
Oksana Levytska
Project Coordinator
Olha Masna
Communications Manager
Olesia Kozlova
Project Manager
Anastasiia Bonkovska
Project Manager
Alla Bura
Financial Manager
Yuliia Manuilova
Legal Consultant
Volodymyr Zhereb
SMM Manager
Kseniia Trykul
Project Assistant