The American Indian Cancer Foundation is inviting community members, relatives, and allies to participate in a virtual gathering on May 31 in observance of Keep Tobacco Sacred Day, a national movement focused on reclaiming and honoring the sacred role of traditional tobacco in Indigenous cultures.

The virtual Zoom event will take place Sunday, May 31, from 11 a.m. to 11:30 a.m. CST and will center on reflection, prayer, healing, and community action. Organizers say the gathering will provide space for participants to reconnect with the cultural and spiritual teachings surrounding traditional tobacco while addressing the harms caused by commercial tobacco products in Native communities.

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“Join us as we uplift our voices in the Tobacco Song, grounding ourselves in the sacred relationship our people have carried with tobacco since time immemorial,” organizers shared in the event announcement. “Participants will be invited to take part in a collective offering, honoring intentions for healing, balance, and the well-being of our communities.”

The foundation describes the gathering as “more than a gathering,” calling it “a day of action rooted in culture, connection, and responsibility.”

Keep Tobacco Sacred Day coincides with World No Tobacco Day on May 31 but reframes the conversation through an Indigenous lens. Organizers emphasize that the observance is not about eliminating tobacco altogether, but rather restoring understanding about the sacred use of traditional tobacco.

“While many recognize May 31 as World No Tobacco Day, Indigenous communities are reclaiming this day as an opportunity to honor and protect the role of traditional tobacco,” the organization said.

According to organizers, traditional tobacco has long held a sacred place in many Tribal cultures as medicine, prayer, and a means of connecting with ancestors. In contrast, they note that commercial tobacco products were intentionally manufactured and marketed for profit in ways that have contributed to addiction, chronic disease, and ongoing health inequities in Native communities.

The campaign encourages Tribal Nations and urban Native communities to continue restoring traditional teachings surrounding tobacco use. Organizers say those teachings emphasize that traditional tobacco is sacred and should be used with intention, prayer, and respect.

The national observance also promotes smoke-free and vape-free community spaces, culturally relevant cessation support, and educational efforts focused on the difference between traditional and commercial tobacco.

As part of the national call to action, supporters are encouraged to share messages using the hashtag #KeepTobaccoSacred, uplift teachings from their own communities, commit to reducing commercial tobacco harm, and honor tobacco as sacred medicine.

“Let us stop confusing sacred medicine with corporate harm,” organizers said. “Do not participate in erasure. Participate in preservation.”

“Honor tradition. Protect our people. Keep Tobacco Sacred.”