UICC World Cancer Congress 2006

Objective: Tobacco usage is a serious public health problem in India with nearly 5 million tobacco-related deaths occurring each year. Several regulatory measures have been introduced in India to discourage people from tobacco usage during the last few years but its results in the community are yet to become visible. In order to make tobacco control programs successful, it is essential to sensitize people effectively with the harmful effects of Tobacco usage. We have to reach out to the masses with innovative strategies.

Methods: We have approached the advocacy mainly through Radio as well as through conducting Photo exhibition to educate people. Radio program was primarily focused on the youth where celebrities from all walks of life spoke of their very personal experience with tobacco and on successful cessation. In the exhibition of photograhs an attempt was made to display strong images of lifestyle factors that cause cancer. in it, professional photograhers donated their work for display so that a careful balance is struck between aesthetics and health message.

Results: The presentation of the exhibtion was targetted for control of cancer due to lifestyle factors. This communication strategy is adopted to cover a wide range of cancer issues at the same time. The radio programme was targeted at young adults to appraise them about the dangers of cancer by the usage of tobacco. The carefully drafted script incorporated a jingle by a rock band so that they could work well with the listeners.