Anti smoking : Social Awareness Campaign


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Anti smoking : Social Awareness Campaign for both Smokers(Active and Passive) and who love them

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Anti smoking : Social Awareness Campaign

  1. 1. Submitted by :Team Name : THE SMOKE BUSTERSDebi Prasad DashGaurav DhamijaSamarth ChudasamaSocial Awareness Campaignfor both Smokers(Active and Passive) and who love them
  2. 2. Current scenarioin IndiaINDIAN TOBACCO MARKET:•There are almost 275 milliontobacco users in India.•In India alone, cigarette productionis valued around Rs.22,000 croresand 12% out of this is exported.• Among youth (age 13-15), 4%smoke cigarettes (boys 5%; girls 2%).CONSEQUENCES :• smoking kills : ~ 1 mn Indians / PA• smokers die 6 to 10 years earlierthan non-smokers.• 27% of youth (age 13-15) areexposed to secondhand smoke athome, while 40% of youth areexposed to secondhand smoke inpublic places.TRENDS :•In India, the total spending bygovernment and NGOs on anti-tobacco activities is less than 5% ofthe total spent by the tobaccocompanies for advertisement.• If current trends continue tobaccowill account for 13% of all deaths by2020.QUITTING : THEY DO TRY• Over all 100,000 children belowage of 15 start smoking every day.• Quit rate in India is 10 % , which isnot significant as compared to themeasures taken .• Average number of quittingattempts ranges from 3-5.Source: GATS: India, WHO -2009-2010report,, sunleyEM India, Tobaco Atlas ,
  3. 3. No Smoking Initiatives(in India)Government Regulations and ACT :• Framework Convention on Tobacco Control (FCTC)• 2003 Cigarette and Other Tobacco Products Act (COTPA).•In August 2005, India became the first country in theworld to ban smoking scenes in film and television.NGO/Organisational Initiatives:• Nicorette support Facebook application for helpingfacebook Indian fans to quit smoking.• Ceche’s tobacco control program in south India –Incentives to refrain from tobacco related activities.Source : Burning Brain Society, ,Primary SurveyPerception v/s RealityWhy people smoke ? Why you shouldn’t smoke ?It’s cool (youth) Health hazardsReduces anxiety AddictivenessPleasure (Satisfaction) Image and reputationDesirable association (Peer group) Cost and monetary effect
  4. 4. TargetingAge(years)FrequencyBehaviorTarget PopulationCurrentSmokersOccasionalAnyRegular15-25 25-40 > 40AnticipatorySmokers15-20PositioningPositioning :“Quit Smoking:Care for yourloved ones”SocietalAcceptanceGood HealthAntiSmoking2nd level of Association* Special Target Group : Women smokers, Passive Smokers
  5. 5. StrategyLevel of Personal InvolvementLOW HIGHLevelofAwarenessLOWHIGHPublic Message:How the message will be conveyed :1. 2 sided message strategy: To accept thatsmoking can be enjoyable and then presentthe possible counter arguments .This strategywill prevent the source denigration.2. Message structure: To convey the messagethrough both central (showing harmful effects ofcigarette directly) and peripheral (Doctor or previous smokerwill tell about harmful effects) route.3. Anticipatory Fear: This should be aroused tolink between the threat and person’sunhealthy behaviour. The motive is to make aperson believe that harmful effects canhappen to him or her.4. Personal Choice: The message should notforce a person to stop smoking and weshould leave the audience to make their ownchoice and conclusions.5A Strategy :Ask : Identify all tobacco users per visitAdvise : Strongly urge all tobacco users to quitAssess: Determine willingness to make quitattemptAssist : Aid the patient in quittingArrange : Ensure follow up contact
  6. 6. Advertisement and Communication CampaignMass Media CampaignTarget Group: General PublicCommunication Channel :Urban: News paper advt., News paperarticles, Bill Boards, TV ads, Radio, Out ofHome media (OOH), Socialmedia(Facebook Page, Yahoo groups)Rural: TV ads, radio, News paper, articles, Wallpaintings, Nukad Natak• OOH Media have a great coverage likeshopping mall, BEST buses, Office Cafeteriaon target group in metros.• Show the average cost of each cigarette ismore than a “Vadapaw”(a food item)Person to Person CampaignTarget Group: College students, Corporate offices,Communication Channels:Urban: Workshops, Health Center, SeminarRural: Workshops, PHCs, SeminarsThrough: Doctors, Health Experts, NGOs, Quitters, andVolunteersStrategy :1: Introduction of fake cigarettes, which is anicotine-free plastic inhalers (quit rate of 66.7 pc).It will be effective among, who continue tosmoke due to the addictive habit and ritualprocess of "lighting up“.2: Nicotine based chewing gum: to help the addicts toget rid of addiction, as a step by stepapproach, treat them with nicotine gum first andthen eventually nicotine free gums.3. Education to spouse: educate the spouse of thesmoker and the family pressure, image in front ofhis kids will make the person quit smoking.Source : Universita di Catania in Italy researchreport, European Respiratory JournalFinger Tips:1: Never carry matches / lighters with you.2: Don’t buy cigarette packet, but one cigaretteat a time.3: Each day try to postpone lighting your firstcigarette of the day.4: Never smoke, when you are in family5: Share the smoke with friends, don’t buy new
  7. 7. Advertisement and Communication CampaignCommunity InvolvementTarget Group: Chronic smokers - Offices andSocietiesStrategy:Society Level:1. “Small Win” Approach: setting a small targetinitially and then target expansion like smokefree garden in a society and then smoke freecorridor and so on.2. Social Norm: Make “NO SMOKING” as asocietal norm by presenting the facts (FACTSHEET presentation in public ) that majorityof population does not smoke.Corporate Level:1. Sign a pledge: Sign a pledge “I QUIT” to quitsmoking and displaying this on the work site(peer pressure to fulfill commitment)2. Smoking hours: To initiate smoking hours in acompany /organization that will reduce thenumber of cigarettes which a person smokesper day.Push StrategyTarget Group: For smokers and Non-smokers both1: “24X7HelpLine” initiative for Smokers who needknowledge and guidance about cessation efforts.2: Rehabilitation workshops: Professional help willbe given to a group of addicts and efforts tobe monitored by both the NGO and Peers inthe group.3: “Call and Tell” initiative for Non-Smokers(Initiating a toll free number for general public,so that people can complain about the publicsmoking and the NGO will take further stepsthrough volunteers.)4: Design & sell of Ash trays (like cancer, lungs in redcolor, half burn crying baby face):It will create vicarious threats among thesmokers, when they use the trays. It can be usedby non-smoker to present the gifts to thesmokers in different occasions
  8. 8. Special Target Group : Women smokersSteps and Strategy : for young Women(Age 18-30)• material and cultural constraints and pressures throughcommunity insolvent program• Articles in women centric magazines like film fare andfemina etc.• Acceptability of Opposite sex (Husband or Boy friend)Steps and Strategy : for young Women(Age 30-50)• Health awareness through gynaecologist•Awareness about family responsibility through personalcounseling.Future GenerationHealth Problems : asthma, lung infection,SIDS, stillbirth, miscarriage,, new born deathPassive SmokersAdvertisement and Communication CampaignTo enlighten them that they are at higher risk of developing smoke related diseasesTo encourage them to be vocal against Public smokingTo collaborate with broadcast media to initiate Marathon based antismokingcampaign(Go Green campaign by NDTV)To participate actively in community involvement initiatives
  9. 9. Roll Out PlanBudgeting•Target a state first (e.g. Maharashtra) and make it a model state to follow by other NGOs and generatehelp from Govt.Phase 1: Target of two tier 2 cities (e.g. Pune, Nagpur)• workshops, seminars and kiosks, low cost media initially, Try push strategy• Create awareness, try to include more NGOs, Get the sponsors and generate funds.• Carry this city for at least 6 months.Phase 2: Target nearby towns and districts(e.g. Nashik, Kolhapur, Auarangabad etc)• Hold centralized seminars. Distribute leaflets and go for community involvement. Set person toperson communication channel by using volunteers and 24x7 helpline channel.• Carry on for at least 1.5 years.• Start with ATL ads and radio ads. Mass media starts from here.Phase 3:Then enter major tier 2 and tier 3 cities of the state.• Generate as much awareness as possible. Keep the sponsors, other NGOs and govt. in loop.• 1-1.5 years at least is the durationFor NGO activity we are expecting Sponsorships, Discounts,Government support and Volunteers.Salary and System:Salary of staff: 4,00,000 P/A24X7 helpline cost: 1,00,000 P/AMiscellaneous: 1,50,000 P/APhase 1:Advertizing: Per Annum• Newspaper Advs and Articles: 6,00,000 P/A(Rs 320/Sq cm)•OUT of HomeMedia: 3,00,000 P/A•Pamphlets/Leaflets: 2,00,000 P/A•Workshops/Seminars: 3,00,000 P/A•Social Media : 50,000 P/A•Miscellaneous: 1,00,000 PASo effectively the cost may be reduced
  10. 10. Thank YouQuit Today : otherwise Sooner or Later, Everyone have to quit smoking.Specially thanks :NOTE (India): NationalOrganisation for Tobacco Eradication,20 NGOs