Yunnan Health Education Institute
Year(s) : 2009
Grant Recipient Type : Government
Grantor : World Lung Foundation
Project goal : To increase public awareness of the health hazards of smoking and tobacco use in Yunnan, China’s top tobacco-growing province.
Direct Grant : Yes
© Cancer Institute, New South Wales 2009
Key achievement to date:
Objective
1: To adapt and air the Australian
Cancer Institute’s "Sponge" TV ad on mobile
media in Kunming, the capital of Yunnan
province.
Major accomplishments to date:
- "Sponge" was aired on 2,482 screens on 1,903 buses in Kunming for a two-week period starting May 30, 2009.
- In addition, 30,000
"Sponge" posters were distributed to and
displayed in hospitals, government buildings,
and schools across Yunnan
province.
Objective 2: To raise public and
media awareness of tobacco issues in
China.
Major accomplishments to
date:
- Articles on the
campaign appeared on local and national news
media.
Objective 3: To increase support
for tobacco control initiatives in
China.
Major accomplishments to
date:
- Post-campaign
surveys conducted in July 2009
showed:
- Forty-five percent of people who saw the PSA discussed the ad with others
- Fifty-nine percent of smokers who saw the ad said it made them concerned about their smoking
- Among all respondents (540)
- Sixty-four percent believed the ad was relevant to them/their lives
- Sixty-six percent felt the ad taught them something new