The National League Against Cancer’s ‘You Kill, You Pay’ campaign: How to fight the tobacco industry

The tobacco industry generates massive profi ts ($900 million turnover daily from the world’s four main tobacco industries) (Callard 2010) from a commercialized poison that kills millions (Tobacco kills 15,000 people every day, WHO 2009). The National League Against Cancer, a non-governmental organization, launched a campaign in 2011 called ‘You Kill, You Pay’, whose aim was to demand that a compulsory levy be imposed on the tobacco industry companies. The funds collected would contribute to managing the costs of the social and healthcare consequences of tobacco consumerism.