“Battle of Minds”, British American Tobacco’s new tactic to invade AfricaACTA
British American Tobacco has launched its 2022 Battle of Minds competition. The multinational tobacco company is targeting university students and young graduates in different countries around the world to participate in the competition which they say targets creativity in 3 areas namely: environmental, social and governance.
The competition is held online and covers 27 countries around the world including 4 in Africa namely Cameroon, Ghana, Cote d’Ivoire, and Nigeria. The world’s largest tobacco company is putting up to £50,000 in the pot plus an internship to entice young people to apply.
This corporate social responsibility (CSR) activity has become one of the strategies used by British American Tobacco to shape its image and maintain its legitimacy in the public and commercial spheres. The “Battle of Minds” competition is simply a publicity stunt to addict a new generation of youth.
African youth are the future of the continent and the leadership of tomorrow. We must protect them.
The African Tobacco Control Alliance (ATCA) with the support of its network of Tobacco Control Champions and the Campaign for Tobacco-Free Kids (CTFK) is organizing a digital campaign to denormalize this BAT ‘s tactic.
Follow us and get involved: #BattleforHealth