WHO WE ARE

MANTRA is Manitoba’s only non-profit organization solely dedicated to eliminating commercial tobacco and nicotine addiction from our province.

We collaborate with government and non-government organizations alike to develop effective policies and interventions to protect our communities. We also help Manitobans get the information and resources they need to protect themselves, their families, and their communities from the harms of tobacco and nicotine.

Our Mission

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

Our Vision

To eliminate tobacco use for a healthier Manitoba.

An important note about our mission and vision

Our commitment remains steadfast in our ongoing efforts to combat commercial tobacco. We acknowledge the sacred bond that many First Nations and Métis communities share with traditional tobacco, and all mentions of tobacco on this website pertain to commercial tobacco products unless specified otherwise. 

Furthermore, the evolving landscape of the tobacco industry has introduced new products such as e-cigarettes and nicotine pouches, each posing unique challenges. This evolution has significantly influenced tobacco and nicotine consumption patterns in Manitoba, prompting us to adapt our focus accordingly.

The four domains of MANTRA

As with all commercial tobacco and nicotine reduction and cessation programming, we hold at the core of our mission four primary guiding philosophies.

  • Prevention

    Prevent young people and adults from starting to use tobacco and reduce access to tobacco and related products.

  • Protection

    Protect the health of non-smokers.

  • Cessation

    Help smokers quit smoking.

  • Denormalization

    Change the attitudes of Canadians toward commercial tobacco and related products.

Our impact

Since 2002, MANTRA has been a pivotal force in addressing the evolving landscape of tobacco and nicotine in the province. After smoking rates peaked in 2000 at nearly 30% of the population, for over 20 years we’ve collaborated with our partners on countless initiatives to combat tobacco use.