Our Mission
To function as a catalyst and coordinator for tobacco reduction activities in Manitoba.

Our Vision
To eliminate tobacco use for a healthy Manitoba.

Our Values

Human Life:  We value the health of all people, smokers and non-smokers alike.  We seek cooperation in promoting healthy lifestyle behaviours for the betterment of all members of the community.

Collaboration:  We are committed to working with our partners, including government, wherever possible for our joint vision of a tobacco-free society.

Respect:  We respect our partners, colleagues, board members, and the people of Manitoba.  In our efforts to curb tobacco use, we do not pass judgment on people.  We respect and are sensitive to differences in cultural values, personal beliefs, and traditions.

Stewardship:  We are accountable to the people of Manitoba and our partners.  With courage and a dedication to service, we seek to provide leadership in recognizing opportunities and taking action to mitigate and eliminate the influence of tobacco in four domains:

• Prevention:  Prevent young people and adults from starting to use tobacco and reduce access to tobacco.
• Protection:  Protect the health of non-smokers.
  
• Cessation:  Help smokers quit smoking.
  
• Denomalization:  Partnering to change the attitudes of people toward tobacco and tobacco products.