Who We Are

LEAD stands for Leadership in Equity Action and Development. The goal of the LEAD Program is to promote and protect a tobacco-free lifestyle for all Butte and Yuba County residents. We believe passionately in advocating for health equity and environmental justice for low-income people, and in communities of color.

Our Objectives

1) Resisting targeted price promotions – The tobacco industry spends billions of dollars annually on targeted advertising. Low-priced products and coupons contribute to high smoking rates among people of color and low-income communities, and make it easier for youth to become addicted.

2) Developing upstream approaches to tobacco control By including tobacco control in general plans and other municipal codes, we protect communities from exposure to tobacco products and help to prevent poor health later in life. We believe limiting exposure to tobacco is an environmental justice issue.

3) Growing Community Advocates – We support and empower youth and young adults to fight back against the tobacco industry’s targeting of marginalized people.

Did You Know?

  • Studies have found there are up to 10x more tobacco ads in African American/Black neighborhoods particularly for Menthol cigarettes.
  • More than 72,000 African Americans are diagnosed with a tobacco-related cancer each year.
  • Studies have shown that African American children are three times more likely to recognize advertisements for Newport brand menthol cigarettes than other children.


Congratulations Oroville!

Thank you for insuring the safety and vitality of your community!  In January of 2020, Oroville became the first city north of Sacramento to put comprehensive flavored tobacco restrictions in place.


The LEAD program is funded by the California Tobacco Control Program under grant no. 20-10005.