Journal article

Results of a national mass media campaign in India to warn against the dangers of smokeless tobacco consumption

Nandita Murukutla, Tahir Turk, CVS Prasad, Ranjana Saradhi, Jagdish Kaur, Shefali Gupta, Sandra Mullin, Faujdar Ram, Prakash C Gupta, Melanie Wakefield

Tobacco Control | B M J PUBLISHING GROUP | Published : 2012


OBJECTIVE: Smokeless tobacco consumption in India is a significant source of morbidity and mortality. In order to educate smokeless tobacco users about the health harms of smokeless tobacco and to denormalise tobacco usage and encourage quitting, a national television and radio mass media campaign targeted at smokeless tobacco users was aired for 6 weeks during November and December 2009. METHODS: The campaign was evaluated with a nationally representative household survey of smokeless tobacco users (n = 2898). The effect of campaign awareness was assessed with logistic regression analysis. RESULTS: The campaign affected smokeless tobacco users as intended: 63% of smokeless-only users and 72..

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Funding Acknowledgements

The impact evaluation was supported by a grant from the Bloomberg Philanthropies to World Lung Foundation. However, Bloomberg Philanthropies was not involved in any aspect of the evaluation study or the writing of this manuscript. The authors have not been paid to write this article.