The cover on the February issue of Tobacco Control features an image of WLF's ‘Giving cigarettes is giving harm' campaign. The campaign, which was developed in partnership with China CDC and WHO, is launching in China for Spring Festival.

The lead editorial, entitled "China's chances, China's choices in global tobacco control" (download .pdf),  states, "... tobacco control advocates must work to change norms around tobacco's meaning in society, as in the television campaign ‘Giving cigarettes is giving harm', illustrated on this issue's cover. This campaign, which is helping to change the meaning of tobacco's symbolic associations in China with gift-giving and special occasions, shows the hapless giver of cigarettes losing face as the recipients shrink back in horror at the real consequences the ‘gift' represents. The wonderful video is well worth a look."

Go to http://tc.bmj.com for Tobacco Control journal online.