NEW DELHI: Two public service announcements (PSAs) are to be aired on all major radio and television channels under the National Tobacco Control Programme as part of its mass media campaign on bidi smoking and the association with cardio-vascular diseases.
The campaigns by the Health and Family Welfare Ministry will be first government sponsored mass media campaign anywhere in the world that links bidi smoking to CVD.
The campaign has been developed with technical support from the World Lung Foundation, and the spot has been field tested in different settings. The main message of the campaign is – â€?Quitting smoking is hard, but the consequence of not quitting is harder’.
The campaign ad comprises two PSAs – â€?Heartbreak’ and â€?Surgeon’. While heart break has 15, 30 and 45 second versions, the surgeon PSA has only a 15 seconder. These PSAs will also be supported by radio. This nationwide campaign will be aired during August. It has been dubbed in 14 regional languages for pan India coverage.
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