Thumbs Up! Thumbs Down!


Thumbs Up! Thumbs Down! (TUTD) is a tobacco research project created to eliminate the influence of tobacco in films. Youth volunteers between the ages of 14 and 22 are trained to analyze tobacco content in the most popular films that make it to the top 10 grossing list. Their data is posted weekly on our sister website 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.

TUTD data is regularly published in leading public health and medical journals, such as the CDC’s Morbidity and Mortality Weekly Report and the Preventing Chronic Disease Journal.

In 2014, TUTD data was cited in the Surgeon General’s 50th Anniversary of Tobacco & Health Report. See the report on the Surgeon General’s website.

Why Study Tobacco in Films?

Tobacco use remains the leading cause of preventable lung disease. Scientific studies from UC San Francisco demonstrate that exposure to smoking in movies is a significant risk factor for youth smoking initiation. In fact, 37% of adolescent tobacco initiation can be credited to exposure to smoking in movies. By reducing tobacco use in film, we can reduce the number of people who begin lifelong tobacco habits at an early age. For more information and to search our movie database visit

Student Movie Reviewers

Our volunteer movie reviewer’s tasks are simple and come with great perks! As a student movie reviewer with Breathe, you will:

  • Review at least one box office hit film per month for free
  • Receive community service hours and incentives
  • Contribute to a valuable public health database

All TUTD trainings are currently being held via Zoom. To schedule a virtual training, please email our Youth Programs Manager, Danielle Driscoll at [email protected].

Who Can Be A Student Movie Reviewer?

TUTD is open to any student in the Sacramento area between the ages of 14 and 22. TUTD reviewers should be passionate about tobacco prevention and enjoy watching movies.

Do you have a group interested in joining, but you are not in the Sacramento area? Contact Danielle Driscoll by email at [email protected] or by calling the Breathe office at 916 444 5900 for a copy of our program manual or to modify the program to fit your local needs.

Interested in joining?

Email Danielle Driscoll at [email protected].


Contact Danielle Driscoll by email at [email protected] or by calling the Breathe office at 916 444 5900.