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Vietnam Health Communications Campaigns

The 2010 Global Adult Tobacco Survey indicated that 23.8% of adults in Vietnam (47.4% of men, 1.4% of women) currently smoked tobacco, equating to approximately 15.3 million smokers. Exposure to second hand smoke is common amongst non-smokers, with 65.2% of non-smoking males and 68.8% of non-smoking females reporting exposure to second-hand smoke at home and 62.8% of non-smoking male and 41.3% of non-smoking females reporting exposure at work.

In June 2012, the National Assembly of Vietnam passed the country’s first comprehensive tobacco control legislation. The lead-up to this landmark public health achievement in Vietnam involved a large-scale, coordinated approach by government and by local and international NGOs. As part of these efforts, World Lung Foundation has worked with the Vietnam Steering Committee on Smoking and Health (VINACOSH), providing technical and financial support to develop and implement three phases of national mass media campaigns to educate about the harms associated with tobacco smoking and SHS exposure, and to build support for passage of the comprehensive tobacco control law.

Following the initial phase of national mass media campaign activity in December 2009 – January 2010 in Vietnam, a second national campaign was staged in November - December 2011. Each campaign phase used the adapted Cigarettes are Eating You Alive and Cigarettes are Eating Your Baby Alive television commercials on national television channels.

In 2014 Cigarettes Are Eating You Alive and Cigarettes Are Eating Your Baby Alive were adapted to display new graphic health warnings, which had been implemented by law beginning December 2013. The mass media campaign also promoted enforcement of national smoke-free legislation and was supported by a social media smoke-free competition, sponsored by the Youth Union and Ministry of Health. The ads aired across the country on national and provincial TV stations.

Campaign Television Ads

"Cigarettes Are Eating You Alive
(Graphic Health Warnings)"
"Cigarettes Are Eating Your Baby Alive
(Graphic Health Warnings)"

"Cigarettes are Eating You Alive - Northern Provinces"
"Cigarettes are Eating You Alive - Southern Provinces"

"Cigarettes are Eating Your Baby Alive -
Northern Provinces"
"Cigarettes are Eating Your Baby Alive -
Southern Provinces"

In the lead-up to the phase 2 and phase 3 campaigns, mass media capacity building workshops were conducted with representatives from the 63 provincial Health Information and Education Centers across Vietnam. Phase 2 media campaign activities were extended by provincial Health Information and Education Centers working through provincial media channels. In addition, the television ads were placed on 3,600 LCD screens over 7 weeks in hospitals, office buildings, supermarkets, public traffic stations and city buses.

The third campaign phase was staged in May-June 2012 leading up to the National Assembly vote on the tobacco control law and entailed national television advertising supported by a new media campaign comprising, SMS, a micro-site and campaign petition to support the passage of the tobacco control law, Facebook advertising, broadcast email and public relations activities. With the support of The Youth Union of Vietnam, the campaign primarily targeted Vietnamese youth to build support for the passage of national tobacco control law and focused on driving electronic signatures for a mobile and online “petition” at in support of the legislation.

World Lung Foundation
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