Cts 223%20 Subbaraman
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  • 1. Pursuit of Happyness Smoke-Free Challenges—An Indian Perspective Karthik Subbaraman, Dr. Prakash C Gupta Healis Sekhsaria Institute for Public Health UICC World Cancer Congress, 2008 Geneva, Switzerland
  • 2. The Global Smoke-free Status l Thirty-one countries (18%) have established comprehensive smoke-free policies l Twenty-five countries (15%) are planning to implement smoke-free policies by 2008 or 2009 l Fifty-one countries (30%) are making significant progress with smoke-free policies l Sixty-five countries (38%) have limited or no smoke- free policies
  • 3. The Smoke-free Status in India The Ministry of Family Health and Welfare of India passed a smoke- free notification on May 30, 2008. The smoke-free legislation is scheduled to come into effect from October 2, 2008.
  • 4. General overview of the situation.. Policy influencer Policy advocate Policy makers Enforcer The Bad Guy Public
  • 5. The General Public Challenge 1 = Illiteracy
  • 6. “Does smoke-free Mumbai mean that one can smoke freely in Mumbai”?
  • 7. Political pressure thwarts India anti-smoking move (Friday 20th July 2007) By Kamil Zaheer NEW DELHI, July 20 (Reuters) - Political pressure has blocked a plan to put graphic pictorial warnings on cigarette packets, India's health minister said on Friday, seen as key in reducing the nearly 1 million deaths a year due to tobacco use. "There has been a lot of pressure from all parties," Health Minister Anbumani Ramadoss told reporters. "The chief ministers have written, lot of ministers have come, MPs have given representations," Ramadoss said, after receiving an award from the World Health Organization for his efforts to fight the widespread use of tobacco products in India. But opposition from politicians, including federal and state ministers, and some ruling Congress party MPs led a group of ministers dealing with the plan to delay and dilute its implementation. Ramadoss said the government planned to strictly enforce existing laws banning smoking in public places such as restaurants, bus stops and railway stations, and ensure no one smoked in any workplace including factories. But political leaders from Andhra Pradesh, where thousands of people are employed in the tobacco industry, said the move for pictorial warnings would hurt the poor. "We know smoking is injurious to health but putting such health symbols will hamper the job opportunities of hundreds of thousands of rural workers," said Andhra Pradesh labour minister G. Vinod.
  • 8. The Policy makers Challenge 2 = Neglect of Public Health Challenge 3 = Implementation gap Challenge 4 = Growing apathy in the system
  • 9. Policy influencer—Media in India Too many cooks spoil the broth..
  • 10. Challenge 5 = Media Volume—growing threat? 63,229 registered newspapers published in more than 22 languages in India Favor private news organizations over public news organizations (64% and 57%, respectively) Media type Rural reach Urban reach (in %) (in %) Television 38 75 Radio 18 20 Print 15 35 Cinema 5 12
  • 11. Paid media efforts, then and now Eighteenth century smoking advertisement in India July 19, 2008
  • 12. Advertisement industry in India Indian tobacco manufacturing companies diversifying into non-tobacco products like ¡ Fast Moving Consumer Goods (FMCG) ¡ Real estate ¡ Hospitality A closer look at the advertising trends in newspaper and television provides a possible insight into their reasons for doing so.
  • 13. Trends in the Indian Advertisement Industry l According to a media analysis conducted in 2007, real estate and FMCGs ranks first in the advertisements posted on newspapers and television, respectively l Interestingly, there was no specific allocation for health-related information dissemination in both newspapers and television; further, the Central government or State-government related promotions ranked least in the newspaper advertisements l Challenge 6 = Negligible media priority for health-policy related information coupled with increased growth and diversification of the tobacco industry
  • 14. Entertainment industry—Bollywood There is a very close association between the largest entertainment industry in India and the increasing disregard for health concerns due to smoking amongst Indian youth The Bollywood is growing at an average growth rate of 25% per year; this amplifies the potential reach of the entertainment industry within India and globally Challenge 7 = Role models for smoking behavior and acceptability
  • 15. India’s bronze medal winner at the 2008 Olympics, and India’s biggest superstar
  • 16. Policy Advocates
  • 17. The “I” factor Challenge 8 = Lack of synergy
  • 18. Summary of smoke-free challenges l Challenge 1 = Illiteracy l Challenge 2 = Neglect of Public Health l Challenge 3 = Implementation gap l Challenge 4 = Growing apathy in the system l Challenge 5 = Media Volume—growing threat? l Challenge 6 = Negligible media priority for health-policy related information coupled with increased growth and diversification of the tobacco industry l Challenge 7 = Role models for smoking behavior and acceptability l Challenge 8 = Lack of synergy amongst policy advocates
  • 19. The problem, the victim, and the solution the Tiger (EMPOWERED) the Elephant (PROBLEM) and the Cell phone (SOLUTION)
  • 21. Merci beaucoup!