The union ministry of health and family welfare is launching a mass media campaign under its 'national tobacco control programme' on the association of on bidi smoking with cardio vascular diseases.
This will be first government sponsored mass media campaign that links bidi smoking to cardio vascular diseases. The campaign has been dubbed in 14 regional languages for pan India coverage.
The campaign has been developed with technical support from World Lung Foundation, and the TV spot has been field tested in different settings. The main message of the campaign is – Quitting smoking is hard, but the consequence of not quitting is harder.
The campaign comprises two public service announcements – Heartbreak and Surgeon. While Heartbreak has 15, 30 and 45 seconds variants of the message, Surgeon has only a 15-second communication.
These public service campaigns will also be supported by radio.
This nationwide campaign will be aired in all major TV and radio / FM channels during August.