Vital Strategies provides technical support to MoH&FW’s campaign on tobacco

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The campaign will achieve pan-India reach by being broadcast in 17 languages on all major TV and radio channels

The Ministry of Health and Family Welfare (MoH&FW), recently launched a national media campaign to encourage smoking cessation. Entitled ‘What Damage Will This Cigarette/Bidi Do,’ the public service announcement (PSA) prompts smokers to think about each cigarette or bidi as the path to one of many potential harmful events: heart attacks, cancer, lung disease, and more. Vital Strategies provided technical support for the development and implementation of this campaign.

Dr Nandita Murukutla, Vice President, Global Policy and Research, Vital Strategies, said, “We congratulate the Ministry of Health on this powerful campaign. This campaign graphically shows the specific, proven harms of tobacco smoke, prompting smokers to think about making the healthy choice to quit. Vital Strategies is pleased to partner with MoH&FW in delivering this campaign.”

“What Damage Will This Cigarette/Bidi Do” shows that smoking causes stroke, lung and mouth cancer, heart disease and emphysema, among other diseases. It encourages smokers to quit tobacco use and ends with the national quit line number (1800-11-2356) and a missed call number (011-22901701) for smokers who want advice on quitting. The campaign will achieve pan-India reach by being broadcast in 17 languages on all major TV and radio channels. In addition, the campaign will be supported by a comprehensive social media campaign and will run on major digital platforms including Youtube, Facebook, Hotstar and Voot.