Ministry of Health/China Association of Health Education
Year(s) : 2008
Grant Recipient Type : NGO / Nonprofit, Government
Grantor : World Lung Foundation
Project goal : To increase public awareness of the health hazards of secondhand smoke through the Chinese government's "Embracing the Olympics, and Promoting Civilized Conduct and New Trends" and "Smoke-Free Olympics" initiatives.
Direct Grant : Yes
Don't let second-hand smoke harm our
colleagues.
Key achievement to date:
Objective
1: To develop a 45-second public service
announcement for national broadcast on CCTV in
China.
Major accomplishments to date:
- PSA aired on 15 national channels from April-September 2009, and on outdoor LED screens in Shanghai.
Objective 2: To raise public and
media awareness of tobacco issues in
China.
Major accomplishments to
date:
- In April 2009, the
ad was awarded a Silver medal by the National
Spiritual Civilization Office and State
Administration of Industry and Commerce in
their bi-annual National TV PSA
Awards.
Objective 3: To increase support
for tobacco control initiatives in
China.
Major accomplishments to
date:
- In August 2008, PSA
was adapted for mobile media campaign in
Tianjin. Among respondents who reported seeing
the ad:
- 69.2 percent said they learned something new
- 89.7 percent the PSA were relevant to everyday life
- 35.9 percent they might/would talk about the PSA with others
- 20.5 percent they want to quit even more
- 30.8 said they will persuade
people around them to quit