The World Health Organization released a recent report stating that tobacco use could kill up to a billion people in the 21st century, many of them in developing countries. Financed by Mayor Michael R Bloomberg Foundation, the report and the global anti-smoking campaign details a six-point strategy to fight the tobacco industry.
As PR Week reports the campaign is called MPOWER and it is the first report to compile global data on the number of tobacco smokers in each country. The six strategies are: monitoring tobacco use and control policy; enforcing ’smoke free’ laws; offering smokers nicotine replacement and counseling; warnings on cigarette packs of hazards; enforcing bans on tobacco advertising and promotion; and raising price of tobacco through taxes. The Bloomberg Philanthropies contributed $2 million to the report.
In New York, Bloomberg created one of the most comprehensive smoking campaigns in the country. The U.S. Center for Disease Control and Prevention reported in June that the percentage of adult New Yorkers who smoke fell from 22 to 18 from 2002 to 2006 with the steepest drop of those 18-24 years old.
Yet some of Mayor Bloomberg’s statements have put him at odds with WHO, specifically mentioning that all 179 countries would be graded on performance. As it stands now, Uruguay does more than any other country to reduce smoking.
But the strangest aspect, according to The New York Times, is the report was presented as a campaign for menthol cigarettes, with the theme, “fresh and alive.” The Washington Post reports that the press materials came in a MPOWER brand box that resembles a pack of cigarettes and inside contains a pad and pen describing the elements of the campaign.
The elements sound intriguing. As a smoker for well over 15 years, quitting (I got hypnotized), was one of the hardest things I ever did. Children are the biggest concerns. Not starting in the first place. The global anti-smoking campaign sounds like it has the opportunity to reach them and make a difference.
This is great news, I also heard that the popular Truth campaign television ads will be making a return.
It is always great to see other techniques being developed to advise others to quit smoking. I have never been addicted to tobacco, but I know the harm it can do to ones’ body. There is nothing worse than walking down the street on a nice day, breathing in and smelling someone else’s second-hand smoke.
As a PR major at the University of Oregon I think it’s important to research different techniques used in campaigns. Hopefully this one will reach the right target audience in a way that will change their behavioral habit!
It’s a really good effort by WHO. I have never been addicted to tobacco, but I know how it’s dangerous and how it can effect to ones’ body. Those who want to quite smoking they can use comchantix, I think it’s a good one.