Rookvrije Generatie

What Rookvrije Generatie does

Rookvrije Generatie is a Dutch nonprofit public health movement founded in 2015 and headquartered in Utrecht, operating under the umbrella organization Gezondheidsfondsen voor Rookvrij. It was initiated jointly by three Dutch health foundations — Hartstichting (Heart Foundation), KWF Kankerbestrijding (Dutch Cancer Society), and Longfonds (Lung Fund) — to create a generation of children that grows up entirely smoke-free, shielded from tobacco smoke exposure and the social triggers that lead to smoking initiation. The organization targets multiple stakeholder segments including hospitality terraces, sports clubs, holiday parks and campsites, public transport stations, municipalities, schools, and employers, providing free toolkits, signage, and communication packages (e.g., Rookvrij = Gastvrij, Rookvrije Terrassen) so that participating organizations can designate themselves smoke-free.

The organization operates as an advocacy and platform play rather than a technology company, with the explicit note that no proprietary technology stack is in place. Its core digital products are the main website (rookvrijegeneratie.nl), which serves as a content and campaign hub with downloadable materials and news, and the Rookvrij op de Kaart interactive map that lets organizations register and surface smoke-free venues across the Netherlands. A webshop at rookvrijterrein.nl distributes physical promotional materials — signs, door mats, window stickers, flags, banners — at no cost to qualifying organizations. Distribution and reach are extended through a deep partnership ecosystem that includes NOC*NSF (sports), NS and ProRail (rail), Klépierre (Hoog Catharijne), Landal GreenParks (holiday parks), Albert Heijn (retail), and Gemeente Utrecht, alongside celebrity ambassadors and multiple SMB case-study venues.

The revenue model is non-commercial: the movement does not generate revenue from product sales or services, instead being funded through its three founding health foundations and likely Dutch public-health grants. Pricing is set to zero for promotional materials to maximize adoption. Strategic priorities include driving all Dutch sports clubs to smoke-free status by 2025, supporting municipal targets such as smoke-free Utrecht by 2035, and shifting public framing through campaigns such as 'VOOR ROOKVRIJ' (countering tobacco-industry teen marketing) and the Gen Z-focused 'An Unfiltered Exhibition'. In 2026, the movement and allied health funds escalated to direct legal action against Philip Morris over an AI-driven marketing campaign, signaling a strategic shift from venue-level adoption toward upstream industry accountability.

Name

Rookvrije Generatie

Legal name

Rookvrije Generatie

Website

https://rookvrijegeneratie.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Rookvrije Generatie is a Dutch nonprofit public health movement, founded in 2015 and backed by three health foundations (Hartstichting, KWF, Longfonds), that helps hospitality venues, sports clubs, holiday parks, municipalities, and employers go smoke-free to protect children and prevent smoking initiation.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

Rookvrije Generatie is a Dutch public health movement that advocates for a smoke-free generation by providing organizations and individuals with toolkits, promotional materials, and educational resources to create smoke-free environments across sports clubs, hospitality venues, schools, and public spaces. The organization distributes free toolkits and signage via its webshop, maintains an interactive map of smoke-free areas, and coordinates advocacy campaigns through partner coalitions.

Product overview

Rookvrije Generatie is a Dutch public health movement and advocacy organization, not a traditional technology product company. The organization operates primarily as a campaign and advocacy platform, offering various toolkits, resources, and an e-commerce store to promote smoke-free environments across the Netherlands. The core offerings include the Rookvrij = Gastvrij (Smoke-free = Hospitable) campaign toolkit, smoke-free terrace materials, a smoke-free venue registration map (Rookvrij op de Kaart), a newsletter subscription service, and a webshop selling physical materials. The organization functions as an umbrella initiative under Gezondheidsfondsen voor Rookvrij (Health Funds for Smoke-free), supported by the Hartstichting, KWF, and Longfonds.

Differentiator

Problem solved

Functional benefit

Products and services

• Smoke-Free Organization Toolkits Free downloadable/printable toolkits designed for Dutch organizations in sports, hospitality, education, and municipal sectors to adopt, communicate, and enforce smoke-free policies. The toolkits include guidance, signage templates, and communication materials tailored to each sector.
• Promotional Materials Webshop An online webshop providing free promotional materials (signage, stickers, posters, awareness items) to individuals and organizations participating in the smoke-free movement.
• Interactive Smoke-Free Map A digital interactive map that highlights smoke-free locations across the Netherlands, enabling users to discover smoke-free venues and environments in their area.
• Movement Newsletter A regular email newsletter that keeps subscribers informed about the smoke-free movement's campaigns, new toolkits, partner initiatives, and advocacy milestones.

Quantifiable outcome

• More than 1,700 sports clubs have become smoke-free
• +3 more outcomes

Named customers17 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, major and minor.

• Gezondheidsfondsen voor RookvrijcoreStrategic or Co-development PartnerRookvrije Generatie is a part of Gezondheidsfondsen voor Rookvrij (Health Funds for Smoke-Free). This organization is responsible for the movement and oversees the privacy and data handling for the initiative.
• Hartstichting (Heart Foundation)coreStrategic or Co-development PartnerOne of three initiators of Rookvrije Generatie. The Hartstichting focuses on heart health and supports the smoke-free generation movement.
• KWF KankerbestrijdingcoreStrategic or Co-development PartnerOne of three initiators of Rookvrije Generatie. KWF fights cancer and supports smoke-free initiatives to prevent tobacco-related cancers.
• Longfonds (Lung Fund)coreStrategic or Co-development PartnerOne of three initiators of Rookvrije Generatie. Longfonds focuses on lung health and is a key driver of the smoke-free generation movement.
• NOC*NSFcoreStrategic or Co-development PartnerNational sports organization partnering with Rookvrije Generatie. Together they work to make all sports clubs smoke-free, with a goal for all clubs to be smoke-free by 2025.
• NS and ProRailmajorGTM or Marketing PartnerDutch railway company and infrastructure manager partnering to make stations and platforms smoke-free, creating smoke-free travel environments.
• Landal GreenParksmajorGTM or Marketing PartnerHoliday park chain that chose smoke-free outdoor areas for the health of staff and guests, participating in Rookvrij = Gastvrij campaign.
• Albert HeijnmajorGTM or Marketing PartnerMajor Dutch supermarket chain supporting the smoke-free generation movement and promoting smoke-free environments.
• Gemeente UtrechtmajorGTM or Marketing PartnerMunicipality of Utrecht partnering to create smoke-free environments, with ambition for all Utrecht children to grow up smoke-free by 2035.
• Klépierre (Hoog Catharijne)majorGTM or Marketing PartnerOwner of Hoog Catharijne shopping center partnering to make the station area smoke-free, creating a cleaner environment for visitors.
• Café-Restaurant AmsterdamminorGTM or Marketing PartnerRestaurant that has had a smoke-free terrace for 7 years, serving as an example for other hospitality businesses.
• GVB (Amsterdam Public Transport)minorGTM or Marketing PartnerAmsterdam public transport company that made all GVB locations smoke-free.
• ABN AMROminorGTM or Marketing PartnerDutch bank wanting positive social impact and supporting smoke-free environments for employees.
• PostNLminorGTM or Marketing PartnerDutch postal service that is fully smoke-free as a company.
• KLMminorGTM or Marketing PartnerDutch airline working on the health of all employees and supporting smoke-free initiatives.
• MostWareminorGTM or Marketing PartnerIT company whose employees want to contribute to a Smoke-Free Generation.
• Mediacollege AmsterdamminorStrategic or Co-development PartnerMedia college participating in 'An Unfiltered Exhibition' campaign, creating remakes of iconic photos without cigarettes.
• ROC Midden NederlandminorStrategic or Co-development PartnerVocational college participating in 'An Unfiltered Exhibition' campaign with students creating smoke-free media content.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Truth Initiative: US public health organization running youth-focused anti-smoking truth® campaigns. Comparable in targeting youth, running large-scale counter-marketing campaigns, and leveraging cultural messaging to prevent smoking initiation.
• Campaign for Tobacco-Free Kids: US-based advocacy organization focused on reducing tobacco use, especially among youth. Directly comparable as a youth-focused smoke-free generation movement with policy advocacy and public education campaigns.
• Smoke Free Partnership: EU-level advocacy coalition coordinating smoke-free policy and civil society campaigns across European member states. Directly comparable as a smoke-free generation advocacy organization with similar mission and stakeholder engagement model.
• ASH (Action on Smoking and Health): UK-based public health charity advocating for comprehensive tobacco control policy and smoke-free environments. Directly comparable in mission, advocacy tactics, and stakeholder coalition-building with governments and civil society.

Broad incumbents

• American Lung Association: US health organization with broader respiratory health mandate including tobacco control. Comparable in addressing lung disease prevention and running anti-smoking campaigns, though broader in scope.
• World Health Organization FCTC Secretariat: UN agency secretariat administering the Framework Convention on Tobacco Control globally. Comparable as the global institutional authority for smoke-free policy frameworks that national movements like Rookvrije Generatie align with and implement.

Regional players

• ASH Scotland: Scottish anti-smoking advocacy organization working on tobacco control policy. Comparable in mission to reduce smoking prevalence and protect children from secondhand smoke through advocacy and education.
• Quit Victoria: Australian state-based tobacco control organization running Quit campaigns and advocating for smoke-free environments. Comparable in running anti-smoking campaigns and partnering with hospitality, sports, and government stakeholders.
• Trimbos-instituut: Dutch national knowledge center for mental health and substance use, including tobacco. Comparable as a Dutch public health organization addressing smoking cessation and prevention, with overlapping research and policy advocacy.

Others

• Gezondheidsfondsen voor Rookvrij: Parent coordinating entity of Rookvrije Generatie, representing the joint health foundation initiative. Relevant as the umbrella governance structure that operates the movement and manages data/privacy oversight.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/rookvrijegen

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rookvrije Generatie