Ministry Of Health and Family Welfare
Year(s) : 2009
Grant Recipient Type : Government
Grantor : World Lung Foundation (WLF)
Direct Grant : No
This project supports MPOWER letter goal(s): W
Key achievement to date: The Ministry of Health & Family Welfare's (MOHFW) Tobacco Control Program launched and carried out a nationwide television and radio campaign called "Surgeon." The campaign featured cancer patients at Tata Memorial Cancer Hospital's neck and throat cancer ward and highlights the devastating consequences of smokeless tobacco to warn against its use. The campaign television spot shows a cancer surgeon as he conducts his rounds in one of the busiest head, neck and throat cancer wards in the world. The campaign illustrates he horrifying effects of mouth cancers caused by chewing tobacco – some as young as 18 years old.
Major accomplishments to
- Aired nationwide in more than 25 national and regional TV channels and in 12 regional languages.
- Four weeks of television and radio ads.
- The campaign evaluation indicated that there was a large increase in awareness about the dangers of tobacco products
- Campaign recall: 75% urban, 64% rural