Goapele × California Tobacco Control Program

“We Are Not Profit”

CTCP partnered with R&B artist & community activist Goapele, sharing her personal story to help discourage people from smoking menthol cigarettes.

The Campaign: We Are Not Profit

TobaccoFreeCA has a mission: to combat the deliberate targeting of Black communities by Big Tobacco in the state of California. In pursuit of this mission, the organization aligns with influential members of the community who have been directly affected by tobacco-related health issues to amplify authentic voices & personal stories and spark important social conversations.

TobaccoFreeCA found a strong voice in R&B artist & community activist, Goapele, whose passionate fanbase and personal connection to the cause helped to raise awareness and drive critical social conversations. While she has always been anti-tobacco, Goapele has become more passionate about the cause after her father passed away from lung cancer within months of being diagnosed.

The “We Are Not Profit” campaign was recognized by MediaPost’s Creative Media Awards as one of the top 3 finalists in the Native Marketing category.

Get to Know Goapele

Goapele is a multi-talented R&B/soul singer, songwriter, producer, actress, and designer. She has been very active in fighting racism and sexism within her community and was honored with the first Human Rights Cultural Hero Award. Goapele has a passion for getting involved in the community and her California roots have helped her develop a passionate fan base throughout the state.

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