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India first country to launch mass media campaign linking tobacco to TB

12-06-2017 11:00 AM | Lathika Saju | My Indian Dream

India first country to launch mass media campaign linking tobacco to TB | My Indian Dream

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India is the first country in the world to launch a mass media campaign warning the people of being afflicted with TB due to the habit of smoking or even being exposed to second hand smoke

The Ministry of health and family welfare (MoHFW), Government of India, launched the world's first mass media campaign to control tobacco use and linked the dreaded disease of tuberculosis to the habit of smoking and being exposed to second hand smoke.

The aim of the campaign is to warn about the dangers of tobacco by releasing a Public Service Announcement (PSA) entitled 'TB-Cough,' which has been developed and implemented with technical support from Vital Strategies, an affiliate of The International Union Against Tuberculosis and Lung Disease.

The 30-second long PSA was initially put to test before a target audience. They found that 'TB Cough' was "easy to understand," "believable," "made respondents stop and think" and "made respondents feel more concerned" about smoking around others.

The message of the PSA was well grasped by the audience who said that it made them feel sympathetic towards TB patients and also made them aware of symptoms of TB so that they would be more likely to visit a doctor and take medication.

Jose Luis Castro, President and Chief Executive Officer, Vital Strategies congratulated the MoHFW for launching this important campaign that tries to get people off the tobacco habit, thus saving many lives and livelihood.


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