Anti smoking : Social Awareness Campaign for both Smokers(Active and Passive) and who love them

1. Submitted by :
Team Name : THE SMOKE BUSTERS
Debi Prasad Dash
Gaurav Dhamija
Samarth Chudasama
Social Awareness Campaign
for both Smokers(Active and Passive) and who love them

2. Current scenario
in India
INDIAN TOBACCO MARKET:
•There are almost 275 million
tobacco users in India.
•In India alone, cigarette production
is valued around Rs.22,000 crores
and 12% out of this is exported.
• Among youth (age 13-15), 4%
smoke cigarettes (boys 5%; girls 2%).
CONSEQUENCES :
• smoking kills : ~ 1 mn Indians / PA
• smokers die 6 to 10 years earlier
than non-smokers.
• 27% of youth (age 13-15) are
exposed to secondhand smoke at
home, while 40% of youth are
exposed to secondhand smoke in
public places.
TRENDS :
•In India, the total spending by
government and NGOs on anti-
tobacco activities is less than 5% of
the total spent by the tobacco
companies for advertisement.
• If current trends continue tobacco
will account for 13% of all deaths by
2020.
QUITTING : THEY DO TRY
• Over all 100,000 children below
age of 15 start smoking every day.
• Quit rate in India is 10 % , which is
not significant as compared to the
measures taken .
• Average number of quitting
attempts ranges from 3-5.
Source: GATS: India, WHO -2009-2010
report, nccd.cdc.gov, sunleyEM India, Tobaco Atlas ,

3. No Smoking Initiatives(in India)
Government Regulations and ACT :
• Framework Convention on Tobacco Control (FCTC)
• 2003 Cigarette and Other Tobacco Products Act (COTPA).
•In August 2005, India became the first country in the
world to ban smoking scenes in film and television.
NGO/Organisational Initiatives:
• Nicorette support Facebook application for helping
facebook Indian fans to quit smoking.
• Ceche’s tobacco control program in south India –
Incentives to refrain from tobacco related activities.
Source : Burning Brain Society, ncbi.nlm.nih.gov ,
Primary Survey
Perception v/s Reality
Why people smoke ? Why you shouldn’t smoke ?
It’s cool (youth) Health hazards
Reduces anxiety Addictiveness
Pleasure (Satisfaction) Image and reputation
Desirable association (Peer group) Cost and monetary effect

4. Targeting
Age(years)
Frequency
Behavior
Target Population
Current
Smokers
Occasional
Any
Regular
15-25 25-40 > 40
Anticipatory
Smokers
15-20
Positioning
Positioning :
“Quit Smoking:
Care for your
loved ones”
Societal
Acceptance
Good Health
Anti
Smoking
2nd level of Association
* Special Target Group : Women smokers, Passive Smokers

5. Strategy
Level of Personal Involvement
LOW HIGH
LevelofAwareness
LOWHIGH
Public Message:
How the message will be conveyed :
1. 2 sided message strategy: To accept that
smoking can be enjoyable and then present
the possible counter arguments .This strategy
will prevent the source denigration.
2. Message structure: To convey the message
through both
 central (showing harmful effects of
cigarette directly) and
 peripheral (Doctor or previous smoker
will tell about harmful effects) route.
3. Anticipatory Fear: This should be aroused to
link between the threat and person’s
unhealthy behaviour. The motive is to make a
person believe that harmful effects can
happen to him or her.
4. Personal Choice: The message should not
force a person to stop smoking and we
should leave the audience to make their own
choice and conclusions.
5A Strategy :
Ask : Identify all tobacco users per visit
Advise : Strongly urge all tobacco users to quit
Assess: Determine willingness to make quit
attempt
Assist : Aid the patient in quitting
Arrange : Ensure follow up contact

6. Advertisement and Communication Campaign
Mass Media Campaign
Target Group: General Public
Communication Channel :
Urban: News paper advt., News paper
articles, Bill Boards, TV ads, Radio, Out of
Home media (OOH), Social
media(Facebook Page, Yahoo groups)
Rural: TV ads, radio, News paper, articles, Wall
paintings, Nukad Natak
• OOH Media have a great coverage like
shopping mall, BEST buses, Office Cafeteria
on target group in metros.
• Show the average cost of each cigarette is
more than a “Vadapaw”(a food item)
Person to Person Campaign
Target Group: College students, Corporate offices,
Communication Channels:
Urban: Workshops, Health Center, Seminar
Rural: Workshops, PHCs, Seminars
Through: Doctors, Health Experts, NGOs, Quitters, and
Volunteers
Strategy :
1: Introduction of fake cigarettes, which is a
nicotine-free plastic inhalers (quit rate of 66.7 pc).
It will be effective among, who continue to
smoke due to the addictive habit and ritual
process of "lighting up“.
2: Nicotine based chewing gum: to help the addicts to
get rid of addiction, as a step by step
approach, treat them with nicotine gum first and
then eventually nicotine free gums.
3. Education to spouse: educate the spouse of the
smoker and the family pressure, image in front of
his kids will make the person quit smoking.
Source : Universita di Catania in Italy research
report, European Respiratory Journal
Finger Tips:
1: Never carry matches / lighters with you.
2: Don’t buy cigarette packet, but one cigarette
at a time.
3: Each day try to postpone lighting your first
cigarette of the day.
4: Never smoke, when you are in family
5: Share the smoke with friends, don’t buy new

7. Advertisement and Communication Campaign
Community Involvement
Target Group: Chronic smokers - Offices and
Societies
Strategy:
Society Level:
1. “Small Win” Approach: setting a small target
initially and then target expansion like smoke
free garden in a society and then smoke free
corridor and so on.
2. Social Norm: Make “NO SMOKING” as a
societal norm by presenting the facts (FACT
SHEET presentation in public ) that majority
of population does not smoke.
Corporate Level:
1. Sign a pledge: Sign a pledge “I QUIT” to quit
smoking and displaying this on the work site
(peer pressure to fulfill commitment)
2. Smoking hours: To initiate smoking hours in a
company /organization that will reduce the
number of cigarettes which a person smokes
per day.
Push Strategy
Target Group: For smokers and Non-smokers both
1: “24X7HelpLine” initiative for Smokers who need
knowledge and guidance about cessation efforts.
2: Rehabilitation workshops: Professional help will
be given to a group of addicts and efforts to
be monitored by both the NGO and Peers in
the group.
3: “Call and Tell” initiative for Non-Smokers
(Initiating a toll free number for general public,
so that people can complain about the public
smoking and the NGO will take further steps
through volunteers.)
4: Design & sell of Ash trays (like cancer, lungs in red
color, half burn crying baby face):
It will create vicarious threats among the
smokers, when they use the trays. It can be used
by non-smoker to present the gifts to the
smokers in different occasions

8. Special Target Group : Women smokers
Steps and Strategy : for young Women(Age 18-30)
• material and cultural constraints and pressures through
community insolvent program
• Articles in women centric magazines like film fare and
femina etc.
• Acceptability of Opposite sex (Husband or Boy friend)
Steps and Strategy : for young Women(Age 30-50)
• Health awareness through gynaecologist
•Awareness about family responsibility through personal
counseling.
Future Generation
Health Problems : asthma, lung infection
,SIDS, stillbirth, miscarriage,, new born death
Passive Smokers
Advertisement and Communication Campaign
To enlighten them that they are at higher risk of developing smoke related diseases
To encourage them to be vocal against Public smoking
To collaborate with broadcast media to initiate Marathon based antismoking
campaign(Go Green campaign by NDTV)
To participate actively in community involvement initiatives

9. Roll Out Plan
Budgeting
•Target a state first (e.g. Maharashtra) and make it a model state to follow by other NGOs and generate
help from Govt.
Phase 1: Target of two tier 2 cities (e.g. Pune, Nagpur)
• workshops, seminars and kiosks, low cost media initially, Try push strategy
• Create awareness, try to include more NGOs, Get the sponsors and generate funds.
• Carry this city for at least 6 months.
Phase 2: Target nearby towns and districts(e.g. Nashik, Kolhapur, Auarangabad etc)
• Hold centralized seminars. Distribute leaflets and go for community involvement. Set person to
person communication channel by using volunteers and 24x7 helpline channel.
• Carry on for at least 1.5 years.
• Start with ATL ads and radio ads. Mass media starts from here.
Phase 3:Then enter major tier 2 and tier 3 cities of the state.
• Generate as much awareness as possible. Keep the sponsors, other NGOs and govt. in loop.
• 1-1.5 years at least is the duration
For NGO activity we are expecting Sponsorships, Discounts,
Government support and Volunteers.
Salary and System:
Salary of staff: 4,00,000 P/A
24X7 helpline cost: 1,00,000 P/A
Miscellaneous: 1,50,000 P/A
Phase 1:
Advertizing: Per Annum
• Newspaper Advs and Articles: 6,00,000 P/A(Rs 320/Sq cm)
•OUT of HomeMedia: 3,00,000 P/A
•Pamphlets/Leaflets: 2,00,000 P/A
•Workshops/Seminars: 3,00,000 P/A
•Social Media : 50,000 P/A
•Miscellaneous: 1,00,000 PA
So effectively the cost may be reduced

10. Thank You
Quit Today : otherwise Sooner or Later, Everyone have to quit smoking.
Specially thanks :NOTE (India): National
Organisation for Tobacco Eradication,20 NGOs