Beijing Patriotic Health Campaign Committee (BPHCC)
Year(s) : 2008
Grant Recipient Type : Government
Grantor : World Lung Foundation
Project goal : To raise awareness of and public support for the Beijing Smoke-Free Directive.
Direct Grant : Yes
"Stubs" campaign still
Key achievement to date:
Objective
1: To develop a citywide mass media
campaign that simultaneously calls attention to
the health harms of second-hand smoke while
building support for the Beijing Smoke-Free
Directive.
Major accomplishments to date:
- An eight-month campaign consisting of two 30-second ads aired on five local TV channels in Beijing from May through December 2008. The campaign was supported by billboards and out-of-home from October through December 2008. Evaluation surveys of the two ads showed that, respectively, 74% and 66% of respondents claimed the ads might make them persuade others to quit smoking.
Objective 2: To increase support
for tobacco control initiatives in
China.
Major accomplishments to
date:
- The ads were
subsequently adapted for TV and mobile media
campaigns in four other major cities:Qingdao - TV and mobile media (May-June 2009)
Shanghai - OOH (January-February 2009)
Shenyang - indoor electronic media (January-February 2009)
Tianjin - mobile media (December 2008-January 2009); OOH and indoor/outdoor electronic media (December 2008-February 2009)