Ministry of Health shifts focus to ill-effects of smoking in latest campaign

08 Jun,2018

By A Correspondent


At a World Health Organisation event, the Ministry of Health and Family Welfare, Government of India launched a national media campaign to encourage smoking cessation. Entitled ‘What damage will this cigarette/bidi do,’ the public service announcement (PSA) prompts smokers to think about each cigarette or bidi as the path to one of many potential harmful events: heart attacks, cancer, lung disease, and more. By highlighting tobacco’s links to stroke and heart disease, the leading cause of death among tobacco users globally, the campaign amplifies the theme of this year’s World No Tobacco Day, which is ‘Tobacco Breaks Hearts.’


Vital Strategies provided technical support for the development and implementation of the campaign. Said Dr Nandita Murukutla, Vice President, Global Policy and Research, Vital Strategies: “We congratulate the Ministry of Health on this powerful campaign. According to the latest Global Adult Tobacco Survey, more than 90 percent of current adult smokers are aware that smoking and exposure to second hand smoke causes serious illness. This campaign graphically shows the specific, proven harms of tobacco smoke, prompting smokers to think about making the healthy choice to quit. Vital Strategies is pleased to partner with the Ministry of Health in delivering this campaign.”


The campaign encourages smokers to quit tobacco use and ends with the national quit line number (1800-11-2356) and a missed call number (011-22901701) for smokers who want advice on quitting. The campaign will achieve pan-India reach by being broadcast in 17 languages on all major national government and private TV and radio channels. In addition, the campaign will be supported by a comprehensive social media campaign.



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