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<\/a><\/p>\nChennai, March 2018 : Vital Strategies commends the Ministry of Health and Family Welfare, (MOHFW),\u00a0Government of India, on the launch of a national tobacco control mass media campaign to warn people about the deadly harms of exposure to second-hand\u00a0tobacco\u00a0smoke\u00a0(SHS).\u00a0\u201c\u0013 HYPERLINK “https:\/\/www.youtube.com\/watch?v=cMwvGEFdp7E&feature=youtu.be” \u0001\u0014Clinical\u0015\u201d, a 30-second Public Service Announcement\u00a0(PSA), reveals how exposure to\u00a0SHS\u00a0causes stroke and heart disease among non-smokers and encourages smokers to protect others by quitting smoking. It is the first national tobacco control mass media campaign to promote the quitline number, 1-800-11-2356.<\/p>\n
According to the Global Adult Tobacco Survey (GATS), India, 2017, there has been a reduction in exposure to SHS in India since 2009-2010 (the time of the last GATS India report), but a large proportion of adults and children are still exposed to this invisible killer. Exposure to SHS in public spaces reduced from 29 percent to 23 per cent and exposure in the home reduced from 52 percent to 39 per cent, but exposure in the workplace rose marginally from 29.9 percent to 30.2 percent. Fully comprehensive smoke-free laws, with no exemptions, are more effective in protecting smokers and non-smokers.<\/p>\n
Research has shown that media campaigns are one of the most effective means to build support for tobacco control policies and prompt people to stop smoking.\u00a0It is one of the World Health Organization\u2019s\u00a0M-P-O-W-E-R\u00a0(W=Warn)\u00a0strategies to reduce tobacco consumption.<\/p>\n
Dr. Pankaj Chaturvedi, Professor and Surgeon, Tata Memorial Hospital, said \u201c\u00a0Second hand smoke affects the heart and increases the risk of smoking related diseases in non-smokers. Effective implementation of smoke free policies in work places, public areas and other areas could be a preventive strategy to protect people from second hand smoke. Mass media campaigns such as \u2018\u0013 HYPERLINK “https:\/\/www.youtube.com\/watch?v=cMwvGEFdp7E&feature=youtu.be” \u0001\u0014Clinical\u0015\u2019 can prove to be very effective in conveying the harms of second hand smoking and results of involuntary exposure to tobacco smoke.\u201d<\/p>\n
\u201cThere is no safe level of exposure to second-hand smoke, but many\u00a0people\u00a0don\u2019t know about\u00a0this\u00a0invisible killer,\u2019 said Dr.\u00a0Nandita\u00a0Murukutla, Vice President, Global Policy and Research,\u00a0Vital Strategies. \u2018We expect the campaign\u00a0will be highly effective in\u00a0changing knowledge and behaviors around the health risks of second-hand smoke. It will increase\u00a0 support for strong enforcement of India\u2019s\u00a0smokefree\u00a0laws,\u00a0increase\u00a0traffic to the\u00a0national quitline and mCessation\u00a0website at the National Health Portal,\u00a0and help to discourage people from consuming tobacco in any form. Vital Strategies\u00a0is pleased to partner with the Ministry of Health and Family Welfare in delivering\u00a0this\u00a0campaign.\u201d<\/p>\n
Research studies from a number of countries indicate that most people successfully quit tobacco using the cold turkey method (quitting abruptly). To support people who want guidance and help in quitting tobacco use, the Government of India established a national Quitline on 1-800-11-2356 and an online resource, as recommended in the Framework Convention on Tobacco Control and MPOWER framework.<\/p>\n
Vital Strategies provided technical\u00a0assistance\u00a0for this campaign, which will be broadcast in 17 languages over a period of three weeks on the channels of public service broadcasters Doordarshan and All India Radio for pan-India reach.\u00a0The\u00a0campaign will also run on major digital media platforms including YouTube, Facebook, Hotstar and Voot. A simultaneous social media campaign using the hashtags #quittobaccoindia\u00a0and\u00a0#smokefreeindia will amplify the PSA and urge people to quit tobacco.<\/p>\n
\u201c\u0013 HYPERLINK “https:\/\/www.youtube.com\/watch?v=cMwvGEFdp7E&feature=youtu.be” \u0001\u0014Clinical\u0015\u201d was filmed in India, and its effectiveness was assessed in test screenings among Indian audiences.\u00a0During message-testing research, the campaign was found to be highly effective in communicating the harms of\u00a0SHS, particularly on the heart.\u00a0In rigorous message testing across India and two other countries\u00a0–\u00a0China\u00a0and Russia – \u201cClinical\u201d was one of the PSAs that was consistently positively rated by both smokers and non-smokers, performing well on indicators\u00a0such as\u00a0message acceptance (viewers accepted the message of the PSA), perceived effectiveness (how effective it was in delivering that message), and behavioral intention (whether the PSA made the viewer think about changing their behavior). The \u2018Clinical\u2019 PSA, and stills and transcripts from the PSA, are available upon request.<\/p>\n
\u2018Clinical\u2019 English PSA: \u0013 HYPERLINK “https:\/\/youtu.be\/cMwvGEFdp7E” \u0001\u0014https:\/\/youtu.be\/cMwvGEFdp7E\u0015
\n\u2018Clinical Hindi PSA: \u0013 HYPERLINK “https:\/\/youtu.be\/npL-v9Rzel8” \u0001\u0014https:\/\/youtu.be\/npL-v9Rzel8\u0015<\/p>\n
About Vital Strategies
\nVital Strategies is a global\u00a0health\u00a0organization that believes every person should be protected by a strong public\u00a0health\u00a0system.\u00a0Our team combines evidence-based strategies with innovation to help develop and implement sound public\u00a0health\u00a0policies, manage programs efficiently, strengthen data systems, conduct research and design strategic communication campaigns for\u00a0policy\u00a0and behavior change.\u00a0To find out more, please visit \u0013 HYPERLINK “http:\/\/www.vitalstrategies.org” \u0014www.vitalstrategies.org\u0015 or\u00a0Twitter@VitalStrat.<\/p>\n","protected":false},"excerpt":{"rendered":"
The first\u00a0national tobacco control mass media campaign in India to promote the quitline at 1-800-11-2356 Chennai, March 2018 : Vital Strategies commends the Ministry of Health and Family Welfare, (MOHFW),\u00a0Government of India, on the launch of a national tobacco control mass media campaign to warn people about the deadly harms of exposure to second-hand\u00a0tobacco\u00a0smoke\u00a0(SHS).\u00a0\u201c\u0013 HYPERLINK […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-10003","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/10003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10003"}],"version-history":[{"count":1,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/10003\/revisions"}],"predecessor-version":[{"id":10004,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=\/wp\/v2\/posts\/10003\/revisions\/10004"}],"wp:attachment":[{"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.faceinews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}