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Combating Smoking in India
This document provides an overview of smoking in India and strategies to combat it. Some key points: - Smoking kills over 1 million Indians annually and rates are increasing. It causes many diseases and premature death. - Peer pressure, desire to fit in, and stress/mental health issues drive youth smoking despite health education. - Objectives include reducing youth smoking initiation and exposure, empowering communities, and promoting partnerships between NGOs and government. - Proposed strategies involve preventing smoking through education, helping current smokers quit by increasing barriers and support, with a focus on youth, females, and high-risk groups. Budgets, media allocation, and segmentation of audiences are also discussed.
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Combating Smoking in India
- 1. APresentation on Combating Smokingin India “TheBattleforaSmokefreeSociety”
- 3. • Smoking isbad forsmokers as wellas non smokers . • Everysinglecigarettecontains over4,000 differentchemicals. • Tobacco products contain nicotine which was used as an effective pesticide. It was later banned from the use due to the dangers itposed to humans … … . Facts says that… … … 1 tobacco related death every 6 seconds = 10 million annual deaths by 2030
- 4. It is saidthat…… That an average of 14 minutes of life is lost for each cigarette smoked & is responsible for over 25 disease causing 4.9 million deaths every year. In India 1% people die every 40 seconds because of tobacco related problems. Onethird of allcancers in India aretobacco related. Tobacco users ages much earlier causing premature wrinkles etc.
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- 9. Thousands of teenagers" lightup" everyday. Theydo this despitethefactthattheyhavebeen taughttheharmful effects of smoking on theirbodies, in both primaryand high school, and havebeen exposed to dozens of anti-smoking campaigns. So if theyknow thehealth risks, whydo they continueto smoke ?
- 10. • The mostcommon reason for a teenager to smoke is peer pressure… .. • Friends can " pressure" each other into smoking, either intentionally, orunknowingly. • Some teenagers want to fit in so desperately, with their group thattheywilldo almost anything to impress them, even when they know whattheyaredoing is wrong.
- 11. • Smoking isalso symbolic. When a teenager smokes, it gives off the message: " I' ve broken awayfrom myparents; I' m independent; I' m an adult; I takerisks." • Teenagers are more likely to smoke if they suffer from low self esteem and lackconfidencein themselves. • Some adolescents use smoking as a way to deal with stress, boredom, nervousness, anxiety, frustration and depression.
- 12. SMOKINGANDCVD 11%of thetotalglobalcardiovasculardeaths (1.62million) weredueto smoking in 2000 1.17 million (men) 1.62 million 450,000 (women) 670,000 (developing world) 1.62 million 960,000 (industrialized regions) Ischemic heartdisease – 54%of smoking attributablecardiovascular mortality Cerebrovasculardisease– 25%of smoking attributablecardiovascular mortality
- 13. NGO’s againstSmoking Activeinmostmajorcities in thecountry Targetmainlyyoungerpopulation in schools & colleges in cities, villages neglected Manyinnovativeideas & incentives
- 14. Tobacco Free-- Places/Cities/ Countries
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- 16. Objectives 1. Reduce youthsmoking by changing the attitude of Indian teens towards tobacco and thetobacco industry. 2. Reducetheavailabilityand access to tobacco products. 3. Reduceyouth exposureto second-hand smoke. 4. Increaseyouth empowermentthrough communityinvolvement. 5. To enhance the skills of NGO representatives in advocacy, monitoring, community mobilization and coalition building. 6. To promote Government –NGO partnership at state and district level for effective tobacco control awareness and advocacy campaign. 7. To develop state specific action plan for tobacco control. 8. To train NGOs in initiating school health programmes on tobacco control at the state and district level.
- 17. Media/Marketing: 1. Television andprintads 2. Billboards 3. Posters 4. Internet 5. Program sponsorship 6. Merchandise(i.e. t-shirts, baseballcaps, lanyards) 7. Youth advocacygroups
- 19. Goals and Principlesof tobacco controlpolicies PRINCIPLES GOALS Prevent New Reduce General Facilitate Addictions Consumption Cessation 1. Ban advertising and expand •• ••• •• public health information 2. Use taxes and regulations to ••• ••• •• reduce consumption 3. Encourage cessation of tobacco • •• ••• use 4. Build anti-tobacco coalitions • ••• • ••• highly relevant •• medium priority • low priority Source : World Health Report, 1999
- 20. BattleforSmoking Controlin India Anti-Smoking Influences Pro-Smoking Influences • Activism and advocacy efforts by civil society organizations in India • Strong role played by Indian judiciary • Role of media in building positive public opinion on tobacco control • Commitment by the Government of India (Ministry of Health and Family Welfare) towards effective tobacco control efforts • Support of well informed Parliamentarians and Policy- makers • Smoking industry’s continuous resistance to strong tobacco control laws or regulations • Violation of regulations by the industry (e.g. ad ban) • Economic issues related to tobacco production and tobacco control, distorted by the industry • Policymaker, trade union and CSO concerns about employment issues in connection with tobacco control • “Spare the poor from tobacco taxes”
- 21. TOBACCOCONTROL Indian Law- Ata Glance • Key provision of “The Cigarettes and other Tobacco Products Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003” • Ban on direct and indirect advertising of tobacco products • Point of sale advertising is permitted • Ban on depiction of tobacco use in Indian films • Ban on sales to and by minors • Tobacco products cannot be sold to children <18 years • Tobacco products cannot be sold within a radius of 100 yards of educational institutions • Pictorial health warnings • English and one or more Indian languages to be used for health warnings on tobacco packs • Testing and Regulation: Ingredients to be declared on tobacco product packages (Tar and Nicotine)
- 22. Our Proposed Strategy •Some Findings – Tobacco smoking in most parts of India(except Punjab, Maharashtra & Sikkim) is reported in about 1/4th to half of males over 15 years age – Among women smoking is more common in North Eastern States, J&K and Bihar – Global youth tobacco survey reports smoking among school and junior college going students to be as high as 10%
- 23. Our Proposed Strategy •Some Findings Sample Size
- 24. Our Proposed Strategy •Some Findings
- 25. Our Proposed Strategy •Budget Allocation – Central + State Government, NGO’s, Private Sector funding – Geographical Split of budget – Allocation of budget basis • Program • Type of media • Reach • Share of Voice to be captured • Segmentation – Male : Female - 80 : 20 – Age : 15 – 50 • Student / Teenager , Adult – Behavioral : Beginner, Medium , Addicted
- 26. Our Proposed Strategy •Prevention – Awareness and create a cool image for non smokers • Cure: – Increasing the barriers to smoking • stringent norms by government • Helping government to implement these norms • Stopping illegal selling of smoke outside college campus • Govt increasing the taxes on tobacco products; resulting in increase in cost – Creating awareness among the general public about their right to ask a person not to smoke if they find it uncomfortable – Using emotional connect – Identify smoking as a disease and not a habit. • Have support groups and programs to help • Rehab center • Alternative food supplements
- 27. Our Proposed Strategy •YOUTH/TEENAGERS – Discourage from trying • Positioning Non- Smoking as in & cool • Unaffordable Pricing • Non Availability – Restricting sellers from selling to people below 21 • Incentivizing Sellers • Celebrity Endorsement - To create association • Adult – Targeting hard core smokers using the emotional connect by using children as a media • spreading awareness & educating children about the harmful affects of smoking not only to the individual but also to the community around • Radio ads • Educational Seminars at schools and colleges – Using brand ambassadors • Shahrukh Khan or a business tycoon like Vijay Malaya or Narayan Murthy quits smoking for his children, when will you?? • Focus groups for corporates – Females • Creating awareness of harmful affects during pregnancy for smoking women • Influence groups like doctors and dais
- 28. Tips to getyouthrough... • Makeexercisea regularpartof yourroutine. • Lookatyourlistof benefits of quitting tobacco. • Deepbreathing • Relaxation. • Distractyourmind. • Drinkwaterorfruitjuice.
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