Uruguayan Tobacco Control Leader Diego Rodríguez Sendoya to Be Honored with Award for International Tobacco Control Excellence
Washington, D.C. – The Campaign for Tobacco-Free Kids has named Diego Rodríguez Sendoya, president of the Multidisciplinary Organization for Social Integration (OMIS) in Uruguay, as the recipient of the 2026 Judy Wilkenfeld Award for International Tobacco Control Excellence. He will be honored for his leadership in the global fight against tobacco use at an awards ceremony in Washington, D.C. on May 7, 2026.
Presented annually, the Judy Wilkenfeld Award recognizes an international tobacco control advocate who has made exceptional contributions to reducing tobacco use through policy advocacy and who serves as an inspiration to others working to advance public health worldwide. The award is named in honor of the late Judy Wilkenfeld, who founded Tobacco-Free Kids’ international program and helped spearhead the adoption of the World Health Organization Framework Convention on Tobacco Control (WHO FCTC), an international treaty dedicated to public health.
Rodríguez Sendoya is a respected sociologist and public health advocate who has dedicated his career to countering the tobacco industry’s influence in Uruguay, a country widely recognized as a global leader in tobacco control. In 2019, Uruguay became the first country in Latin America to require plain packaging of tobacco products, an evidence-based measure to reduce the appeal of tobacco use.
In 2022, these protections were rolled back through a government decree negotiated without input from public health leaders, but Rodríguez Sendoya played a critical role in mobilizing civil society and advancing efforts to restore strong tobacco control policies. Those efforts culminated when the government of Uruguay reinstated and strengthened key measures in 2025, marking a significant public health victory and reinforcing Uruguay's role as a global leader in tobacco control.
“The Campaign for Tobacco-Free Kids is proud to recognize the leadership and dedication of Diego Rodríguez Sendoya,” said Yolonda C. Richardson, President and CEO of the Campaign for Tobacco-Free Kids. “His work has helped protect millions of lives in Uruguay and demonstrates the power of sustained advocacy in the face of industry interference.”
"Uruguay has faced challenging times, but together with civil society, academia and global allies, we stand firm,” said Rodríguez Sendoya. “Our persistence helped us protect what had been achieved and guard against future attempts to weaken the law.”