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.

1. APresentation on
Combating Smoking in India
“TheBattleforaSmokefreeSociety”

3. • Smoking is bad 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 said that……
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.

5. Harmful effects of
smoking….

6. BADBREATH

7. CORONARYARTERYDISEASE

8. Staining of teeth

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 most common 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 is also 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 (1.62 million) 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
 Activein mostmajorcities in thecountry
 Targetmainlyyoungerpopulation in schools & colleges in
cities, villages neglected
 Manyinnovativeideas & incentives

14. Tobacco Free-- Places/ Cities/ Countries

15. AlternateCropping -- MedicinalPlants

16. Objectives
1. Reduce youth smoking 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 and printads
2. Billboards
3. Posters
4. Internet
5. Program sponsorship
6. Merchandise(i.e. t-shirts, baseballcaps, lanyards)
7. Youth advocacygroups

19. Goals and Principles of 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- At a 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 getyou through...
• Makeexercisea regularpartof yourroutine.
• Lookatyourlistof benefits of quitting tobacco.
• Deepbreathing
• Relaxation.
• Distractyourmind.
• Drinkwaterorfruitjuice.

29. Thank You !