Background:
The smoking prevalence in Denmark is much higher than in the other Nordic countries. Denmark became 23rd out of 35 European countries in the 2016 Tobacco Control Scale. On this basis the foundation TrygFonden and the Danish Cancer Society initiated the endgame partnership Smoke-Free Future in 2017.

Objectives:
The aim was to turn around the alarming development in Denmark, as youth smoking was rising and tobacco control had come to a halt for the past decade. The goal was 5 per cent adult smokers and no children smoking in 2030.

Methods:
We visited many countries and became inspired by, for example, Tobacco Free Ireland, Rökfritt Sverige 2025, and Tobacco-Free Finland 2030. Based on their experiences, we built a broad partnership with other organisations to fight smoking, together with ENSP and WHO we made a Capacity Assessment on the Implementation of Effective Tobacco Control Policies in Denmark, which gave five key recommendations. The main communication theme of the partnership was the protection of children, including much higher prices, plain packaging, point-of-sale add ban and smoke-free school time.

Results:
By the end of 2019, we had more than 200 partners. About 70 per cent of the populations support all key recommendations. Not least, 50% tobacco price increases have been decided, and there is political agreement on an action plan, including our key recommendations to get a smoke-free generation in 2030.

Conclusion:
The FCTC-based approach and the communication strategy with a focus on children and the broad partnership have been effective in creating support and political will to act on tobacco control.