China Angry Panda

The Tobacco Free Assembly made a series of viral videos designed to raise awareness and appeal to youth centered on a panda character who fights back against secondhand smoke in places commonly encountered: workplace, college campuses and restaurants. The funny, lighthearted videos were complemented by offline engagements featuring the panda at public events and partner restaurants to further bolster public support of smoke-free policies in Beijing. The series generated over 1.1 million views of content online and over 6,000 comments—the second most popular tobacco-control related topic on Weibo this year (only behind a WHO-sponsored initiative).