“Every day, tobacco kills. Right now Big Tobacco is pouring tens of millions into California to defeat a commonsense measure known as Prop 29 that would help reduce tobacco use. Something has to be done about it, so I’m making a $500,000 donation to stand up to Big Tobacco, pass Prop 29, and help save lives. Join me.” – Mike Bloomberg

Mike Bloomberg, Lance Armstrong's LIVESTRONG foundation, and a coalition of leading health advocates are standing up to Big Tobacco and supporting the California Cancer Research Act. If passed, this ballot initiative will generate more than $700 million for cancer research and prevention programs through a $1 per-pack tax on cigarettes. More importantly, this initiative -- known as Prop 29 – will cut down on tobacco purchases.

Through its global initiative to reduce tobacco use, Bloomberg Philanthropies has learned that the greatest way to deter smoking is raising the price via increased tobacco taxes.

Big tobacco companies know this too – that’s why they’ve spent nearly $40 million to defeat Prop 29. That’s more than 4 times the spending of supporters of the measure – so it is time to level the playing field.

Mike Bloomberg has pledged to match every donation in support of Prop 29 dollar-for-dollar up to $500,000.

Join Mike in taking a stand against Big Tobacco and show your support for Prop 29 to help save lives.

Click here to learn more about Bloomberg Philanthropies global efforts to reduce tobacco use.