There are more than five million children in India who are addicted to tobacco. This is due to the easy availability of tobacco products and the lack of enforcement of The Cigarettes & Other Tobacco Products Act, 2003 (COTPA) in and around schools and in public places.

The campaign seeks to remedy this situation in Delhi to ensure the COTPA law and make Delhi into a healthier capital. The campaign was launched on 28 May 2016 in presence of Special Commissioner (Law & Order) Delhi Police, Mr. P Kamaraj. The pledge supporting this initiative was also signed by Mr. Arvind Kejriwal, Chief Minister of Delhi.

From health outreach in semi urban areas, to media outreach and strategic partnership with law enforcement agencies, MIF is taking various steps to ensure that the voice against tobacco is heard across the country.