'TB Cough' shows tobacco use fueling tuberculosis epidemic

MUMBAI: India has become the first country to launch a national mass media campaign establishing the link between smoking and tuberculosis.

India's ministry of health and family welfare (MoHFW), has launched the world?s first national tobacco control mass media campaign to warn people of the increased risk of tuberculosis (TB) and dying from TB associated with smoking cigarettes or bidis, or being exposed to second-hand smoke.

The campaign is centred on a Public Service Announcement (PSA) entitled ?TB-Cough?, which has been developed and implemented with technical support from Vital Strategies.

According to The Tobacco Atlas, nearly a quarter (23.2 percent) of adult males, 3.2 percent of adult females, 5.8 percent of boys and 2.4 percent of girls smoke tobacco in India. In total, more than 2,542,000 children and more than 120,000,000 adults in India use tobacco each day.

?TB Cough,? launched to coincide with this year?s World No Tobacco Day, graphically shows that while a smoker?s cough tells the smoker they have a health problem, a persistent cough over two weeks or more could indicate that problem is TB, as smoking increases the risk of TB and dying from TB. It goes on to show a father smoking and coughing beside his daughter, noting that exposure to second-hand smoke brings the same risks. The PSA ends with the stark warning that ?Every bidi cigarette brings you and those around you closer to TB.?

The campaign will be broadcast for a duration of two weeks on all major government and private TV and radio channels, as well as community radio channels, in 17 languages, for pan-India reach.

Vital Strategies president and CEO Jos? Luis Castro commented, ?Tobacco-related diseases and TB are socially and economically costly, representing real threats to development in India. Too many lives and livelihoods are being lost due to these health epidemics, so it?s important to show people that they can and should change their behavior to protect themselves and those around them. It?s also important that this campaign shows that bidis, which often escape proper scrutiny, are as harmful as cigarettes in terms of increased risk of TB."

Health experts have long known that tobacco products like cigarettes and bidis are associated with a higher risk of TB and dying from TB ? for smokers, people exposed to second-hand smoke, and bidi workers. This is one reason why civil society is advocating for bidis to be included in the highest tax slab of the new GST, along with all other tobacco products.

The 30-second long PSA was rigorously pretested with a target audience who found that ?TB Cough? was ?easy to understand?, ?believable', ?made respondents stop and think', and ?made respondents feel more concerned' about smoking around others. The PSA also made respondents 'feel sympathetic to those with TB', ?made them feel concerned about symptoms of TB?, ?made them more likely to visit a doctor if they had TB symptoms,? and 'increased their confidence to take TB medications if they got sick'. Overall, respondents understood the main message of the PSA and it resonated well with them.

Latest Reads
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories