Media Advocacy in Tobacco Control

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Media Advocacy in Tobacco Control Powered By Docstoc
					    Communicating
Messages effectively in
 the Media in Thailand
  Prof.Prakit Vathesatogkit M.D.
          ASH Thailand
        October 17, 2007
         Taipei , Taiwan

                                   1
     In Britain in the 1950’s and
1960’s The Medical scientists
understood the dangers of Smoking
but there was no change (in
smoking trend). In the 1970’s the
Journalist understood the dangers
of smoking and cigarette sales
began to decrease Substantially


            Sir Richard Peto        2
     The people who really need
to understand the Evidence are
the journalists because they
provide information and can
influence the public



           Sir Richard Peto


                                  3
“Tobacco control advocates
 need to seek ways to keep
 the public informed and
 involved on the tobacco
 issue.



        Stanton A.Glantz :Tobacco War 2000

                                       4
If advocates instead retreat
to playing only the inside
political game, they will
probably fail”


       Stanton A.Glantz :Tobacco War 2000



                                        5
The media is an extremely
powerful tool for reaching
governments to work for
change. Government officials
watch TV, perhaps listen to
radio, and read the newspaper.


                  Debra Efroymson

                               6
Media helps government
officials understand what
issues are “hot” and need to
be addressed. The news media
influences the government
agenda in most countries.

                Debra Efroymson


                             7
The more an issue is
reported in the media, the
more people will be aware of
and concerned about it, and
the more the government will
be forced to take notice.


                               8
Media coverage will also
encourage the general public to
realize that your issue is
important. To keep our issues in
people’s minds, we have to keep
them in the news.


                   Debra Efroymson

                                9
Advocate = one who support or
   speaks in favour of (policy etc.)
Advocacy = pleading in support of
            (something)
Media advocacy = advocacy
 through media


                                  10
Advocacy:
“ encouraging and sometimes
 pushing-of the government or
 other institutions to pass laws
 and policies or implement
 programs that will most benefit
 the public”

                    Debra Efroymson
                   HealthBridge 2006
                                   11
 Media Advocacy
     Media advocacy is the strategic
use of media as a resource for
advancing a social or public policy
initiative
      Media advocacy is
indispensable for tobacco control
because tobacco control policy is a
public policy, and politicians are
sensitive to public sentiment
express through the media
                                   12
News paper coverage for Tobacco
and health issue Thailand (2005) = 1,643
 Source of news
  - ASH Thailand        =   268
  - MOH                 =   210
  - Tobacco industric   =    87
  - International       =   209
  - Other GO. agency    =   143
  - Thai Health         =    42
  - All other sources   =   684

                         1,643
                                     13
 Tobacco Control in Thailand
Before 1986     - Weak health warning.
                - Ban of smoking in
                  cinema and bus in BKK
Formation of Thai Antismoking Campaign
Project 1986
     - a vary small staff & budget
     - public education
     - media advocacy
     - lobby for police and legislation
                                      14
   To lobby for tobacco control
   policy we need
- The evidence     - international data
                   - local data
- Access to politician - direct
                        - through media
- Build up public opinion

                   - many means
                   - media most cost
                effective
                                          15
Health Professional marathon run
          October 23-30,1987

   a one week long event
    running from 4 different
    regions to BKK
   gathering signature in support
    of tobacco control


                                     16
   A total of 6 million signature
    support tobacco control
   The signature was handed to
    House Speaker- Mr.Chuan
    Leakpai
   Encouraging Parliament to
    legislate tobacco control law


                                     17
   1987 - Antismoking marathon run
    by Health professionals




                                      18
6 millions signatures call for
tobacco control legislation




                            19
 Press conference before the
  event.
 Nightly TV coverage of runner

  arriving at each province
 Interview of runner and the

  public


                             20
   Advocate for
 opinion leaders to
be nonsmoking role
       model

                  21
Changing the public
attitude on smoking

Target groups - Monks
              - Teacher
              - Doctor

                          22
Smoking prevalence in
 Chonburi Province

Doctor( )     = 21%
Teacher ( )   = 33%
Monk          = 52%



                  Jureerat.B 1987
                              23
      Press release for the
         statistics and
advocate for
 Stop offering cigarette to monk
 Smoke free hospital & school

  regulation
 Doctor & teacher should not
  smoke
                                24
ASH’s first campaign
poster “Offering
cigarette to monk is
a sin”
Objective :
To stop the practice
of offering cigarette
to monks


                        25
Most revere monk who quit smoking to be presenter




                                                26
   Ramathibodi University
     Hospital.BKK.(1987)
Declared. Smoke free policy
Stopped selling cigarette
Put on no smoking signage
Call a press conference
Called on government to ban smoking
  in hospital by law.

                  Wide media coverage
                                  27
More than a million of the
children now living in
Thailand will eventually
kill themselves by
smoking
Cigarettes
Generate great media interest
                    Richard Peto 1988
                                   28
Dr. Richard Peto’s
suggestion to Thai Government

1.   More public education
2.   Ban advertising and promotion
3.   Ban smoking in public places
4.   Tax increase


                                29
Advocate for Thai Women
not to smoke
   Rational
1. very low smoking rate in Thai female
2. very low smoking related morbidity and
   mortality
3. Smoking among Thai women is socially
   unacceptable
4. A major preventive public health
   opportunity
                                            30
    Women and Smoking
    Objective
   Promotes positive Non-smoking role
   models;
   Maintains social norm against female
    smoking;
   Motivates women to support tobacco
    control;
    ASH’s ‘Women and Smoking’ programme is a principally a
    media campaign for women;
                                                             31
Smoking rate among women of
specific occupations in
Bangkok metropolis (%) 1993
   Massage parlors girl 47.4
   Airline stewards     10.0
   Construction workers 9.0
   Housewives            6.0
   Businesswomen         5.0

                                32
Strategies
   Networking of female celebrity and
    columnist
   Smoke Free Beauty Pagent
   Monitoring of smoking prevalence in
    female teenage
   Campaign against production of
    female brand of cigarette by TTM


                                          33
   Survey of Public Opinion
   on banning smoking in air
   conditioned restaurant
             Restaurant owner Public
Approve          81.5              81.7
Disapprove       11.5               5.6
No opinion        7.0              12.7



        ABAC Poll. November 2002
                                          34
 Survey of Public Opinion on
 Banning smoking in market
             shop owner   public
Approve        68.3       78.6
Disapprove     15.2        9.5
No opinion     16.5       11.9

        ABAC Poll May 2007

                                   35
PM 2.5 level in various public
places in Thailand and Ireland
                                       600
PM2.5 in micrograms per cubic meter.




                                       500


                                       400
                                                 319
                                       300


                                       200


                                       100
                                                                    29              29
                                         0
                                             Smoking (n=26)   Smoke-free (n=27)   Ireland*



                                                     Thailand
                                                                                             36
PM 2.5 level in youth entertainment
venue in Thailand and Malaysia




                                 37
     Urine Cotinine Levels in
    Non-smoking Bar Patrons

          Days visiting Bar (ng/ml)
               Before Day 1         Day 2

Average          0.5      1.1       3.7

Sample No = 10 September 2007
                                          38
    Research for advocacy
   Provide needed information to
    convince government of a
    specific cause
   Answer a specific objection that
    is raised about a proposed
    policy change
   Could be easily carried out,
    inexpensive
                                   39
40
     Sir Richard Peto
“Thailand is really unique among
 developing countries. It’s
 managed to get a significant
 reduction in men who smoke.
 A quarter of middle-aged men
 (about 2 million) have stopped
 smoking”
                       Feb.2001
                                  41
Signature Campaign to support Minister of Health
ban of point of sale display of cigarette pack
                                              42
      Before ban of                 After ban of
point of sale display 2005   point of sale display 2005




                                                          43
Health professional support Minister of Health ban
of point of sale display of cigarette pack
                                               44
Working with media




                 45

				
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