If your interventions aren’t rooted in dignity, truth, and lived experience, you’re not disrupting inequities—you’re sustaining them.”
— Dr. Karen Beard, Founder of the Free and Proud Tobacco Liberation Method™
If your interventions aren’t rooted in dignity, truth, and lived experience, you’re not disrupting inequities—you’re sustaining them.”
— Dr. Karen Beard, Founder of the Free and Proud Tobacco Liberation Method™
Our Mission
Our mission is to break the cycle of nicotine use in African American communities by developing innovative, culturally responsive, and healing-informed interventions. Through grassroots partnership, education, and liberation-centered care, we confront the targeted harms of menthol and tobacco industry marketing while expanding access to the tools and support needed for long-term health and autonomy.
Our Vision
We envision thriving African American communities where nicotine use—especially menthol products—is no longer a part of daily life. Free from the tobacco industry’s targeted harm, our communities are grounded in healing, supported with culturally rooted care, and empowered to live in health, connection, and self-determination.
Talking Circles
Talking Circles– “Healing begins with being heard”
Breaking Free Talking Circles are safe, culturally grounded spaces where African Americans come together to share stories, support one another, and reclaim their voices on the journey to live nicotine-free. Rooted in community, truth, and healing, these circles honor lived experience and create space for connection, reflection, and liberation.
Pop-Up Liberation Stations
Pop-Up Liberation Stations– “No shame. No pressure. Just support, connection, and compassion”
Pop-Up Liberation Stations bring healing directly to the heart of the community. These mobile spaces offer culturally responsive brief interventions, trusted resources, and real-time support for living nicotine-free. Whether in a barbershop, park, or street corner, we meet people where they are—with dignity, truth, and tools for liberation.
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Breaking Free Learning Collaborative
Breaking Free Learning Collaborative- “A space to learn, unlearn, and transform”
The Breaking Free from Nicotine Learning Collaborative brings together health professionals, community leaders, and advocates to co-create culturally responsive, liberation-centered approaches to nicotine use in African American communities. Grounded in truth and healing, this collaborative moves beyond theory—into collective action.
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Grandma's Hands
From New Hope Presbyterian Church 2025
ABOUT US
The Breaking Free from Nicotine in South LA cessation capacity building learning collaborative is a partnership between Amplify and the LA County Department of Public Health.
Amplify’s mission is to provide technical assistance to 10 diverse community-based learning collaborative members located in or serving residents in the Service Planning Area six (SPA 6).
Learning collaborative members will use their collective expertise to develop a culturally competent toolkit and increase access to nicotine cessation services.
