Communication strategy for tobacco control in South-East Asia
AbstractReducing the use of tobacco is a complex task as it involves enormous socio-cultural and health dimensions. It requires a multi-sectoral and integrated approach that includes consistent and continuous communication for behavioural and social change. Communication as such, is a strategic process to influence individual and group behaviour that needs systematic planning and implementation. This document tends to define the framework and the key elements of communication for tobacco control to be used in the Member States of the South-East Asia Region. It focuses on the major approaches of communication and guiding principles for planning and using the communication components for designing the effective communication for tobacco control programme. It suggests a model for communication planning based on communication objectives, target groups and potential barriers which determines the communication approach, message development and selection of media. It emphasizes on the importance of using media mix, partnership, capacity building and regular evaluation of communication activities.
World Health Organization, Regional Office for South-East Asia. (2009). Communication strategy for tobacco control in South-East Asia. WHO Regional Office for South-East Asia. http://www.who.int/iris/handle/10665/204889