by Pleshette Robertson, Community Engagement Coordinator @ The SOL Project
Xaeda and Omar from Elk Grove, California represented their community at Youth Quest on March 23 at the State Capitol, accompanied by Danetta Jackson, a dedicated champion with The SOL Project advocating for smoke-free communities. Youth Quest, now in its 27th year, continues to serve as a powerful platform that educates and equips young people to understand and challenge the deceptive tactics used by the tobacco industry. This year’s theme, “No Friends in the Industry,” guided more than 500 students from elementary through high school across California as they prepared to engage directly with legislators.
Throughout the day, students participated in interactive sessions focused on communication, social media advocacy, and legislative engagement. Activities included group trainings, poster making, and a coordinated march to the Capitol, culminating in a rally and press conference where youth voices took center stage. Students then met with legislators to share their perspectives and advocate for policies that protect their communities.
Xaeda and Omar reflected on the experience with impactful takeaways, noting the harmful chemicals found in vapes, the damage to lung health, and the highly addictive nature of nicotine products. They also recognized how tobacco companies normalize use through strategic marketing, making harmful products appear appealing and accessible.
Key messages emphasized during Youth Quest highlighted how tobacco companies work to reshape their public image by sponsoring cultural events, youth programs, and community organizations. While these efforts may appear supportive, they often serve to legitimize harmful industries that disproportionately impact marginalized communities. For example, in 2024, Altria’s Success360 Initiative contributed $23.6 million toward youth development and prevention programs, including partnerships with well-known organizations serving young people. Additionally, targeted marketing tactics such as price discounts, coupons, and reward programs continue to make tobacco and vape products more accessible, particularly in communities already facing health inequities.
Students also learned how pricing strategies make vaping especially attractive to youth, with disposable devices offering significantly more puffs and higher nicotine exposure at a lower cost compared to traditional cigarettes. These realities reinforce the urgency of prevention efforts and the importance of youth advocacy.
The event also provided an opportunity for students to engage with current tobacco-related legislation, including proposed bills addressing disposable vape products, retail sales restrictions, smoke-free housing, and regulation of emerging substances.
Presented by the California Youth Advocacy Network (CYAN), Youth Quest continues to play a critical role in preparing young leaders to speak out, take action, and influence policy. The SOL Project remains committed to supporting youth participation in advocacy spaces like Youth Quest. For more information on how to get students involved in Youth Quest 2027, contact info@thesolproject.com for sponsored enrollment opportunities.
Click here to see event photos.
