By Clinton Isham, Tribal Relations Consultant, American Nonsmokers’ Rights Foundation
For generations, tobacco has been at the center of Native life. In Tribal communities across the country, traditional tobacco is not a vice or a habit. It is sacred. It has been used in ceremonies, prayers, and as an offering to mark the most important moments of our lives.
Big Tobacco single-handedly changed how tobacco is used and perceived, and their campaign within Native communities have been highly strategic. For decades, targeted marketing and systemic inequities have fueled disproportionately high rates of tobacco use among Native people. The result has been devastating. Native communities suffer some of the highest rates of lung disease, heart disease, and cancer related to commercial tobacco.
This story, however, is not only about loss. It is about reclamation. Across Indian Country, Tribes are taking bold steps to reclaim sacred tobacco traditions while building healthier, smokefree futures for their people. That is the mission of Reclaim Sacred Tobacco (RST): to restore the cultural role of traditional tobacco while protecting our communities from the harms of commercial products.
The American Nonsmokers’ Rights (ANR) Foundation has become a trusted partner in this work, serving as a conduit between Tribes and the resources needed to advance change. Rather than dictating policy, ANR provides the tools, funding, and infrastructure that allow Tribes to lead smokefree campaigns in a way that reflects their own values and sovereignty.
This model is powerful because it is rooted in respect. It recognizes that solutions for Tribal health cannot be imposed from the outside. They must rise from within. It acknowledges that smokefree policies are not just about health, but about sovereignty, self-determination, and cultural survival.
We are already seeing the impact. Tribes across the country are implementing smokefree policies, creating healthier environments, and teaching youth the difference between sacred and commercial tobacco. These victories not only reduce disease and save lives, they restore a connection to tradition that had been disrupted for far too long.
Still, there is more to be done. National policymakers, funders, and health leaders must recognize the importance of supporting Tribal-led initiatives like RST. Equity demands it. Justice requires it. And the future health of Native communities depends on it.
Reclaiming sacred tobacco is more than a public health campaign. It is an act of sovereignty, resilience, and hope. By honoring tradition and rejecting commercial exploitation, Tribes are leading the way toward a healthier, more sovereign future. The rest of the country should be paying attention.
Read more
Reclaim Sacred Tobacco Coalition
Bridging the Gaps Report: Sovereign Tribes
