A comprehensive tobacco strategy: The resources needed for success Stephen Woodward Protocol Management UK Ltd
What is a comprehensive tobacco strategy? (i) WHO (1979), UICC (1980) Achievement of lower smoking rates in all age groups of the population by the application of all practical downward pressures: –health warnings on packs –increased taxation –restrictions on smoking opportunities –support non-smokers rights –information and education programmes
What is a comprehensive tobacco strategy? (ii) Ban tobacco advertising and promotion Maintaining liaison with other health organisations and authorities to ensure maximum effectiveness and to avoid conflict of activities
How do we measure success? Numbers of leaflets? Numbers of hits to website? Pleasure of the Minister/Civil Servants? Number of people employed? Amount of money spent? Level of our pay packet? Happiness and harmony among tobacco control workers?
Our only measure of success Lower smoking rates (Lower tobacco consumption)
The A B C for success ABCABC mbition est practice andour
Ambition Believe you can make a difference You can make a difference In a short time
Trends in smoking rates: Northern Ireland and California
Lung cancer death rates: Northern Ireland
Lung cancer death rates: California…
Changes in heart attack & stroke in Northern Ireland under White Paper v California targets Adapted from Naidoo, Stevens, McPherson. Tobacco Control, Dec 2000, pg
Changes in heart attack & stroke in Northern Ireland under White Paper v California targets Adapted from Naidoo, Stevens, McPherson. Tobacco Control, Dec 2000, pg
Cumulative benefit of a sustained programme: fewer cases of heart attack & stroke
What resources make a difference? Sustained (over 10 years), appropriately weighted, evaluated mass media programmes
Mass media costs money Get the money Keep the money Spend it wisely
How much money is required? California: 30 million people US$ 634 million over 10 years US$ 63.4 million per year US$ 28.6 million per year on media US$ 2.11 per person per year
How much money is required? Northern Ireland: 1.6 million people US$ 2.11 per person per year = US$ 3.38 million per year = UK£ 2.11 million per year, with about half spent on media
Why mass media? It works It reaches the right target groups
Why mass media?
It works It reaches the right target groups It passes the “Scream Test”
Smoking prevalence, Victoria Health Promotion Foundation established Quit funding cut
Mass media costs money Get the money Keep the money Spend it wisely