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 SceneSmoking.org 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 Morbitity 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 Dartmouth College demonstrate that exposure to smoking in movies is a significant risk factor for youth smoking initiation. In fact, 44% 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.

  • What do TUTD Reviewers do?

    · Attend a training at BREATHE.
    · Review at least one movie a month for FREE.
    · Attend monthly meetings at BREATHE.
    · 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?

    Complete this online form and BREATHE Youth Programs staff will contact you shortly.
    Or download a printable application here and email it to Renata Atayeva, ratayeva@sacbreathe.org.


Become a TUTD Movie Reviewer



The Thumbs Up! Thumbs Down! Program is made possible by generous funding from the American Legacy Foundation.

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

We are a recognized 501(c)3 nonprofit organization.
Tax ID#: 94-1641240

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