Thumbs Up! Thumbs Down! Program

Thumbs Up! Thumbs Down! (TUTD) is a tobacco research project designed to eliminate the influence of tobacco in films. Youth volunteers between the ages of 14 - 22 are trained to analyze tobacco content in films grossing more than $1,000,000. Their data is posted weekly on our sister website and is used by university-level researchers and public health professionals across the globe to study the influence of tobacco imagery in films on smoking initiation among youth.

TUTD data is regularly published in leading public health and medical journals, such as the CDC's Morbidity and Mortality Weekly Report and the Preventing Chronic Disease Journal. Click here to view the current annual report of Smoking in Top-Grossing Films.

In 2014, TUTD data was cited in the Surgeon General's 50th Anniversary of Tobacco & Health Report, which can be found on the Surgeon General's website.

  • Why Study Tobacco in Movies?

    Tobacco use remains the leading cause of preventable lung disease. Scientific studies from UC San Francisco demonstrate that exposure to smoking in movies is a significant risk factor for youth smoking initiation. In fact, 37% of adolescent tobacco initiation can be credited to exposure to smoking in movies. By reducing tobacco use in film, we can reduce the number of young people initiating lifelong tobacco habits. For more information and to search our movie database please visit

  • What do TUTD Reviewers do?

    · Attend a training at Breathe California.
    · Review at least one movie a month for FREE.
    · Attend monthly meetings at Breathe California.
    · Receive community service hours and incentives.
    · Contribute to a valuable public health database.

  • Who Can Become a TUTD Volunteer?

    TUTD is open to any student in the Sacramento area between the ages of 14-22. TUTD reviewers should be passionate about tobacco prevention and enjoy watching movies.

    Do you have a group interested in joining, but you are not in the Sacramento area? You are welcome to contact us for a copy of our program manual and modify the program to fit your local needs.

  • Interested in Joining?

    Download a printable application here and email it to Claire Garcia,

To attend the March 20 training meeting, submit an application by Friday, March 17.

Otherwise, like our Facebook page to be notified when we announce the next training meeting.

Download an application

The Thumbs Up! Thumbs Down! Program is made possible by generous funding from the The Truth Initative.

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Breathe California of Sacramento-Emigrant Trails is committed to the fight for clean air, healthy lungs and a tobacco-free future in Northern California.

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