For the first time, we have both a rigorous approach to stop the tobacco epidemic and solid data to hold us all accountable.”[4] Former WHO Advocacy Coordinator Kraig Klaudt developed the MPOWER brand and report's creative concept.
It has branded the campaign MPOWER – each letter represents one of six strategies – and is eschewing scare tactics in favor of the theme ‘fresh and alive.’ Press materials came with a box that looks like a pack of cigarettes and contains a pad and pens describing the elements of the campaign.”[7] Said Sandra Mullin, a spokeswoman for the World Luigi Foundation, “We're co-opting the tobacco industry's branding strategies to capture the attention of government officials.
We want to show that they don't own those mottos – freshness and fun and health.”[8] As of 2013, Bloomberg Philanthropies had invested US$600 million to support implementation of the MPOWER tobacco control policies.
The Philanthropy works through a global network of partners to support countries implementing comprehensive tobacco control policies, including the Campaign for Tobacco-Free Kids, the CDC Foundation, Johns Hopkins Bloomberg School of Public Health, the International Union Against Tuberculosis and Lung Disease, the World Health Organization, and the World Lung Foundation.
[12] A 2013 study found that 7 out of 9 recent international human rights treaties contained at least one policy area addressed by the MPOWER strategy, including 30 different articles.