The Mission: Possible Campaign

Several years ago California’s tobacco control movement launched a new effort to end illegal sales of tobacco to minors through the passage of local ordinances – known as Tobacco Retail Licensing (TRL). The TRL ordinance provided communities a way to lower youth sales rates, enforce existing youth access laws, educate retailers and fine those merchants who continued to sell to minors.

Realizing how critical youth are to the passage of a TRL ordinance, CYAN introduced the Tobacco Retail Licensing Mission: Possible Campaign. Mission: Possible is a movement working to increase youth involvement and engagement in local TRL efforts, while generating excitement and momentum around the issue of youth access to tobacco.

Today, the Mission: Possible Campaign provides resources, training and technical assistance to youth advocates and tobacco control agencies throughout California on all aspects the retail environment.