‘TobaccOFF NOW! Film Festival’ champions young voices vs. smoking, vaping

Multifaceted initiative

The initiative is multifaceted. The shorts were created by young filmmakers who underwent intensive mentorship from industry veterans—journalists Chiara Zambrano and Jacque Manabat, documentarist Kristoffer “Tops” Brugada, and video editor-cum-motion graphics artist Jobert Monteras.

Over months of bootcamp sessions, these mentors guided participants in developing their narrative voice, sharpening their visual style, and uncovering the deeper emotional truths within their stories. Moreover, they’ve also empowered the next generation that will ultimately bear the brunt of tobacco’s long-term effects.

But through “TobaccOFF,” Amber Studios isn’t merely echoing what the Department of Health (DOH) and World Health Organization (WHO) have long warned. It’s simply using the language of film, one that its home city knows intimately; Quezon City is the country’s first-ever UNESCO Creative City of Film.

Advanced screening, open forum

radar Entertainment and other select media saw the “TobaccOFF” entries in an advanced screening and had an open forum with the festival’s brains, including: Manabat; Ralph Degollacion of HealthJustice; Mariah Denise Villaflores of Action for Economic Reforms; Meg Buendia of Social Watch; Jia Sentorias of Philippine Smoke-Free Movement; Judy delos Reyes of Parents Against Vape; and Christine Louise Torres of the Philippine Legislators’ Committee on Population and Development.

Manabat noted that through “TobaccOFF,” they don’t villainize those who are smoking but rather use film to critique the tobacco industry.

“From a storyteller’s perspective, naappreciate ko na di natin sila (smokers) sinisisi,” she said. “But we have so much to do as a community, as a system… ang kailangan natin papanagutin ay ‘yong tobacco industry na patuloy na hinihimok ang kabataan.”

“As a journalist, I know how valuable our voice is in this kind of issue,” she added. “’Di natin siya basta-bastang mensahe sa pelikula lang. We are trying to tell you something: that this is not for [the older] generation.”

Delos Reyes said “TobaccOFF” doesn’t only inform but also inspires with its entries. “Ito ang kuwento ng kabataan para sa mga kabataan,” he said. “Napakaganda ng mga istorya. Napaka-special nitong festival natin dahil napapanahon siya.”

Degollacion noted the rising number of vapers among the youth and, through the film festival, said they’re hoping to “send the right message.”

Ahead of “TobaccOFF,” the shorts were shown at Quezon City’s Maki+Fiesta 2.0 on Dec. 11 to 12 at the University of the Philippines Diliman’s Ishmael Bernal Gallery and Videotheque. Delos Reyes said starting next year, the shorts will be shown in local government units outside Metro Manila. They’re also in talks with the Department of Education for campus screenings.

“Gamitin natin ‘yong creativity para makuha natin ang atensiyon nila (smokers),” Buendia added. “Nakapagpapalaya rin talaga [ang film].”

The power of art

radar Entertainment also had the opportunity to sit down with the “TobaccOFF” crew after the open forum to discuss the festival more. They were asked how much their art could achieve in the face of smokers who resist change, giant tobacco corporations continuing business as usual, and government bodies that have yet to fully regulate the industry.

Despite acknowledging the challenges, Degollacion expressed optimism that the shorts will capture attentive eyes and ears, and even beyond the festival, influence more people. “These are realities that we want to tell, that we want to affect… kahit isang tao, isang pamilya,” he said. “Isang malaking win na ‘yon. We want this to be a continuing advocacy. We want this to snowball.”

‘Disturb the comfortable, comfort the disturbed’

Rizza Duro, national coordinator of the Philippine Smoke-Free Movement, echoed this sentiment. “Art is meant to disturb the comfortable and comfort the disturbed,” she said. “When you ask about the power, you’re looking at it. We’re going up against giants. It’s a David vs. Goliath story. But if you don’t do anything, if you just accept na, ‘Talo tayo, we can never go up against the tobacco industry,’ then nothing will happen.”

Manabat said their advocacy will continue beyond “TobaccOFF.” “It doesn’t stop here. Gagawin pa namin ‘yong ibang paraan para mag-snowball ito. Baka may makumbinsi pa tayo to ask for accountability… We’re asking the policymakers, the decision makers, and tayo na rin, as a society, to [address] this issue.” She also mentioned that the festival entries will receive nominations, giving the young filmmakers further mentoring opportunities.

Val Bugnot, an in-country communications consultant, highlighted that while neighboring countries like Singapore have effective anti-smoking laws, the Philippines isn’t without progress at all.

“Di natin kailangang mangarap agad na tularan ‘yong Singapore,” Bugnot said, citing successful local anti-smoking policies in Baguio, Bataan, Quezon City, Pasig, Sorsogon, Iloilo, and Davao.

“Uunti-untiin natin,” she added. “Kung kaya ng subnational, dapat kaya natin ng national. Dapat suportahan, palakasin, lagyan ng pangil ang mga batas natin.”

Sentorias, waving her hands and flipping her hair with much gusto, concluded: “We are taking back our future. If not now, when?”

On April 4, the Department of Health (DOH) warned that nicotine addiction remains a major public health threat. It noted that tobacco use among adults has risen to 24.4%, based on the 2023 National Nutrition Survey. Tobacco is linked to the country’s top three causes of death—heart attack, cancer, and stroke—as well as lung disease, diabetes, reproductive health issues, and weakened immunity. It also stressed the dangers of secondhand smoke, which can cause severe illnesses in adults and heighten the risk of respiratory problems and sudden death in children.

The World Health Organization (WHO), meanwhile, has said that the “tobacco epidemic” is responsible for over seven  million deaths annually, including 1.6 million non-smokers exposed to secondhand smoke. It also noted that there’s no evidence that vaping is less harmful than conventional tobacco products.

“TobaccOFF” is backed by the Metro Manila Development Authority, which hosts the annual Metro Manila Film Festival. Amber Studios also partnered with several stakeholders, including HealthJustice Philippines, Parents Against Vape, Action for Economic Reforms, Social Watch, Philippine Smoke-Free Movement, and the Philippine Legislators’ Committee on Population and Development.

 

 

It doesn’t stop here. Gagawin pa namin ‘yong ibang paraan para mag-snowball ito. Baka may makumbinsi pa tayo to ask for accountability… We’re asking the policymakers, the decision makers, and tayo na rin, as a society, to [address] this issue.

Jacque Manabat

 

 

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