Aliança de Controle do Tabagismo (ACT)
Year(s) : 2009
Grant Recipient Type : Government , NGO / Nonprofit
Grantor : World Lung Foundation (WLF)
Direct Grant : No
This project supports MPOWER letter goal(s): P, W
Key achievement to date: Aliança de Controle do Tabagismo (ACT) launched a mass media campaign to support the implementation of a new smoke-free law in Sao Paulo in September. The campaign was developed in partnership with Instituto Nacional de Cancer with technical and financial support from World Lung Foundation and the Bloomberg Initiative to Reduce Tobacco Use.
The campaign, titled “Quem Não Fuma Não é Obrigado a Fumar,” included a 30-second commercial for TV and cinemas, a radio spot, pamphlets, outdoor billboards and buses and a website. The campaign was tested in focus groups. The ad explains that secondhand smoke in bars and restaurants harms both customers and workers.
The campaign evaluation was published in a special issue of Salud Publica, an influential public health journal in Mexico. The results showed that a combination of strong government investment and hard-hitting ads can have a powerful impact on smoke-free implementation.
Major accomplishments to
- A pre-campaign survey captured the effects of a state government sponsored campaign, enabling post comparisons between that and the more graphic ACT/INCA materials.
- Smokers exposed to the ACT/INCA campaign were significantly more likely than unexposed smokers to believe in the risks of both heart disease and mouth cancer from secondhand smoke exposure.
- Smokers who were exposed to the campaign were significantly less likely than unexposed smokers to believe that smokers have a right to smoke in indoor public places.
- Exposed” smokers were also significantly more likely to say they would report violations of the smoke-free law.
- 80% of smokers who saw the campaign said they were more likely to try and quit.