Chinese Center for Disease Control and Prevention, Beijing Municipal Health Bureau, Guangzhou Association on Tobacco Control, Guangdong Provincial Health Education Institute...
Year(s) : 2009, 2008
Grant Recipient Type : Government
Grantor : World Lung Foundation
Project goal : To challenge the accepted cultural norm of giving tobacco products as gifts, and to build knowledge and increase awareness of the risks associated with smoking.
Direct Grant : Yes
Key achievement to date:
Objective
1: To develop a campaign with
hard-hitting ads which address the
implications of the gift-giving of tobacco
products through educating
audiences on the dangers of tobacco use, while
meeting strict
censorship bureau requirements on graphic
content.
Major accomplishments to date:
- Two 30-second ads were developed messaging that to give the gift of cigarettes is to give the gift of illness and death. The ads were broadcast on regional cable TV networks from December 2008-February 2009, as well as on one national satellite channel.
- TV campaigns were
supported by local mobile and outdoor
electronic media and a strong nation-wide
poster campaign.
- Post-campaign surveys showed the
number of people who reported they would buy
cigarettes as gifts decreased from 45 percent
to 24 percent in Beijing and from 23 percent to
12 percent in Guangzhou after airing the public
service advertisement.
- Surveys also showed that
post-campaign reported awareness of the risk of
cardiovascular disease due to smoking increased
from 29 percent to 60 percent among Beijing
respondents, and over 66 percent of respondents
from Guangzhou claimed they would persuade
others to quit smoking after viewing the
campaign.
- The TV commercial
alone reached more than 258 million viewer
times according to rating results and estimated
number of public transport
passengers.
Objective 2: Begin development of
a national mass media campaign effort involving
all key partners.
Major accomplishments to
date:
- Day 3 of the
workshop was dedicated to the development of a
tobacco control communications work plan, which
continues to be edited and reviewed
post-workshop. The work plan is being used to
identify and coordinate communications
activities to fulfill tobacco control
objectives targeted to specific audiences, as
well as to identify areas of need for technical
and/or financial assistance.