No tobacco now! The film festival, organized by Amber Studios and Metro Manila Development Authority (MMDA), was launched on December 13. This inaugural edition features films from 25 young Filipino filmmakers who are challenging tobacco and vape culture.
All festival films “offer powerful, eye-opening stories on youth culture, identity and powerful tobacco control narratives.” It is part of this year's Metro Manila Film Festival (MMFF), and is supported by health advocacy groups such as HealthJustice Philippines, Parents Against Vaping, Action for Economic Reforms, Social Watch, the Philippine Smoke-Free Movement, and the Committee of Philippine Legislators on Population and Development.
Journalist and Amber Studios co-founder Jack Manabat said at the media launch on 10 December that the festival “gives young people a platform to tell their stories – raw, authentic and unfiltered.”
“We have seen how tobacco and vape products are increasingly targeting youth through attractive designs, flavors and online strategies. These films help us understand the realities behind those strategies and their impact on young lives,” said Ms. Manabat.
He further added, “Compared to other serious issues present in our society today, this is a slow-moving issue and we have to convince people that we have to act on it now. We have challenged young filmmakers and six advocacy groups to do the same.”
youth-inspired stories
The film festival is part of a national movement to empower the next generation to use storytelling and creativity as a tool for social change. This year's group of creators conducted an intensive film and storytelling boot camp led by Ms. Manabat, journalist Chiara Zambrano, filmmaker Tops Brugada and video editor Jobert Monteros.
“We're trying to start conversations that our peers are often afraid to start,” said Gia Santorias of the Philippine Smoke-Free Movement and one of this year's Young Filmmakers. “Our goal is not to villainize smokers, because they suffer too, but to share the information that it is not safe.”
Mentorship sessions, practical workshops and collaborative discussions helped the participants develop their short film concepts. Each explores the evolving landscape of youth culture, highlighting the conflicts, impacts, and change shaped by tobacco and other nicotine products.
Throughout the bootcamp, mentors guide participants in developing their narrative voice, strengthening their visual style, and discovering the deep emotional truths behind their stories.
MMFF executive director Rochelle Ona said in a statement that it was the “honesty” of the young creators that impressed her most.
He said, “These films don't preach; they reveal. And when young people reveal their truth, it becomes impossible to ignore.”
In addition to showcasing cinematic talent, TobaccoOff Now! According to Ms. Santorias, the film festival is part of a broader campaign advocating for stronger protections for minors. Their movement emphasizes “a shift toward healthier, more empowering lifestyle choices.”
Ms. Manabat, who spoke on the intersection of art, dialogue and community mobility, expressed pride in this new cultural dynamic.
“Through this program we basically provided guidance in storytelling and filmmaking. After that, we let the kids express themselves using their creative voices,” he said. “It's a good mix of advocacy and creative expression.”
Details about future screenings will be announced online through the pages of TobaccoOFF NOW!, MMDA, and MMFF. The films are scheduled to be shown in various schools and provinces in the Philippines. , Bronte H. Laxmana
