Youth advocates launch ‘Beware of Yosi Kadiri’ campaign

A satirical video campaign titled “Beware of Yosi Kadiri” launched this week on social media aims to expose deceptive tactics by the tobacco industry as the Philippines participates in the World Health Organization Framework Convention on Tobacco Control Conference of the Parties (COP11).

The campaign is a collaboration between public interest law group ImagineLaw and youth-led advocacy movement TobaccOFF NOW!

Using skits, youth testimonials, and bold visuals, the video series calls out what organizers say are the industry’s favorite tactics: spreading disinformation, lobbying for weak regulations, exploiting digital platforms, and posing as allies of public health.

“For too long the tobacco industry has disguised themselves as a partner in public health,” said Atty. Sophia San Luis, executive director of ImagineLaw. “This COP11, we will expose the tactics they use and demand the Philippine delegation to stand firmly for the health, dignity, and future of the Filipino people.”

The campaign revives “Yosi Kadiri,” a 1990s anti-smoking mascot in the Philippines, as a symbol of the continued danger posed by tobacco and nicotine products—especially to the youth.

TobaccOFF NOW! youth representatives appear in the videos to reject the narrative of corporate responsibility promoted by the tobacco industry.

“If the industry truly cared about our health, they would not profit from the very products that keep us addicted,” said Jeannie Anne Maguad, executive director of Positive Youth Development Network.

The campaign comes as civil society and youth groups demand stronger action from the Philippine delegation to COP11, a key international forum shaping global tobacco control policies.

“As young people, we know that ‘Sa Bagong Pilipinas, Bawat Buhay Mahalaga,’ which is why through these videos, we urge our COP11 delegates to stand firm for policies grounded in science and health, and ultimately protect the future of all Filipinos, especially the youth,” said Vonn Vincent Tanchuan, campaign lead of TobaccOFF NOW!

New “Beware of Yosi Kadiri” reels will be released daily throughout COP11 on Facebook, TikTok, and Instagram accounts managed by ImagineLaw, TobaccOFF NOW!, and partner organizations.

The campaign emphasizes that public health—not corporate profits—must remain the guiding principle in Philippine and global tobacco control.