About Us


Thumbs Up! Thumbs Down! (TUTD) is an on-going project of Breathe California of Sacramento-Emigrant Trails. It is designed to increase youth awareness about the impact of tobacco imagery in movies and other media, and ultimately eliminate the influence of tobacco in film. Youth volunteers between the ages of 14 - 22 are trained to analyze tobacco content in films grossing more than $1,000,000. More than 1,000 youth volunteers have reviewed over 2,000 films since the project's inception in 1995.

TUTD data is posted right here on SceneSmoking.org each week and is used by university-level researchers and public health professionals across the globe to study the influence of tobacco imagery in films on smoking initiation among youth.

For information about our lung score ratings, click here


TUTD data is regularly published in leading public health and medical journals, such as the CDC's Morbitity and Mortality Weekly Report and the Preventing Chronic Disease Journal. Click here to view the current annual report of Smoking in Top-Grossing Films.

In 2014, TUTD data was cited in the Surgeon General's 50th Anniversary of Tobacco & Health Report, which can be found on the Surgeon General's website.


Breathe California of Sacramento-Emigrant Trails (BREATHE) is a champion in fighting for clean air, healthy lungs and a tobacco-free future in the Sacramento region. Founded in 1917 as the Sacramento County Tuberculosis Association, the organization that is now BREATHE serves 28 counties in Northern California. Though our programs are locally focused, BREATHE has a national reputation for breaking new ground and seeking original solutions to cleaning the air and improving lung health. For more information about Breathe California, please visit: http://sacbreathe.org.


The Thumbs Up! Thumbs Down! Project is made possible in part by funding from the Truth Initiative.