Govt. launches smoking cessation campaign


At a Organisation event held recently, the and Family Welfare, launched a national to encourage cessation.

Titled ‘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 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.’

provided technical support for the development and implementation of this campaign.

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

‘What Damage Will This Cigarette/Bidi Do’ shows that causes stroke, lung and mouth cancer, and emphysema, among other It 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-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 and will run on major digital platforms.

According to The Tobacco Atlas, more than nine lakh Indians die due to every year. Research suggests that implementing strong tobacco control measures to reduce tobacco use could avert 25 percent of cases of and in

Strong tobacco control would also help to reduce the incidence of in India: nearly 45 percent of all among males, 17 percent among females and more than 80 percent of oral are directly attributable to tobacco use.

‘What Damage Will This Cigarette/Bidi Do’ was rigorously pretested with a sample of the target audience who found that it was ‘easy to understand’, ‘believable’, ‘made respondents stop and think’, and ‘made respondents feel more concerned’ about smoking and related to it.

Overall, respondents understood the main message of the PSA and it resonated well with them.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)



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