The URSA Institute (Finishing The Fight)

Finishing The Fight is an innovative project that builds from the success of the African

American Tobacco Control Leadership Council's "Buffer Zone' project. Finishing The

Fight has (3) objectives; to assist (15) additional jurisdictions in the state of California to

adopt and implement a public policy that eliminates the city/county-wide sale and

distribution of mentholated cigarettes and all flavored tobacco and electronic nicotine

delivery device products; to assist (10) California municipalities to adopt and implement

ordinances that have minimum pricing and packaging requirements for little cigars,

cigarillos, and blunt wrappers; and to bring the End Game to the African American

community by assisting (20) California municipalities and (500) African American/African

Immigrant organizations/religious institutions to adopt resolutions in support of an “End

Game” tobacco use eradication platform. The “End Game” platform will contain provisions

that: 1) Acknowledge support of the CDPH goal to achieve zero smoking/vaping

prevalence in the state of California by 2035; 2) position the predatory tobacco industry

targeting of African American as a violation of the Convention on the Elimination of All

Forms of Racial Discrimination (CER)D; 3) detail concrete steps that the signing entity will

take to make the End Game a reality