Young leaders against tobacco: WHO Jordan launches the Well-being Ambassadors initiative
17 February 2025, Amman, Jordan – Under the patronage of HRH Princess Dina Mired, the World Health Organization (WHO) Country Office in Jordan launched the Well-being Ambassadors initiative with participation from universities, civil society organizations, UN agencies and government representatives
The initiative seeks to equip youth with the tools needed to create smoke-free environments in their communities. At the heart of the initiative is a 1-year training programme which has been designed to allow students to become advocates for public health.
Trainees will receive leadership, communication, debate and community engagement skills training and in-depth knowledge on the health and economic impacts of tobacco.
The launch event saw representatives from government ministries, universities, UN agencies and civil society organizations come together to reinforce their commitment to tobacco control. In her remarks, HRH Princess Dina Mired highlighted the urgent need for sustained efforts to protect young people from tobacco addiction.
“Today, with the support of WHO, we launch this initiative which aims to equip you with the knowledge and skills needed to be effective advocates in the fight against tobacco. This initiative is your opportunity to become leaders of change and to spread health awareness among your peers. I am confident that you, as Wellness Ambassadors, will be a strong voice against tobacco and will raise awareness among your peers, families and communities about the harms of this epidemic.”
Secretary-General of the Ministry of Health for Primary Health Care and Epidemics Dr Raed Shboul underlined how “Jordan faces many challenges due to high smoking rates”.
“Smoking is the leading cause of noncommunicable diseases such as cancer, cardiovascular diseases, diabetes and chronic respiratory diseases, which account for approximately 80% of deaths in Jordan.”
“This initiative,” Dr Shboul continued, “is a reaffirmation of our commitment to the health of our sons and daughters and our determination to combat the scourge of smoking and addiction to protect their future."
In her speech at the event, WHO Representative to Jordan Dr Jamela Al-Raiby said: “The World Health Organization is committed to amplifying the voices of youth, believing in the importance of enhancing their role and active participation in achieving our shared vision of Health for All. This aligns with WHO's priorities to empower youth and strengthen their role in their communities”.
“This initiative aims to transform the role of youth from passive recipients of information to proactive leaders who take the initiative and drive change.”
Jordan has one of the highest smoking rates globally: 66% of men and 17% of women consume tobacco products according to the 2019 National Stepwise Survey conducted by the Ministry of Health in collaboration with WHO Jordan. It is among just 6 countries in the world where tobacco use is increasing. Three of them – Egypt, Jordan and Oman – are in the Eastern Mediterranean Region.
The Well-being Ambassadors initiative aligns with the multisectoral National Tobacco Control Strategy’s focus on reducing demand for tobacco products, particularly among students. The programme aims to build a youth-led movement that will challenge social norms around smoking, advocate for stronger enforcement of tobacco control policies and promote healthier lifestyles.
As the initiative moves forward, WHO Jordan and partners will continue to support and amplify youth voices, ensuring that their efforts contribute to a broader national and global movement towards a smoke-free generation.
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