Media Campaigns/Digital Advocacy

Sustained use of mass media campaigns contributes to population-level decreases in smoking prevalence by increasing knowledge about the harm of tobacco use, encouraging quit attempts and improve quit rates. The scale of the tobacco epidemic warrants that governments in Africa give priority to implementing strong and effective campaigns. Legislative and tax interventions for tobacco control are unlikely to reduce smoking rates without public awareness and support. Mass communication, health education, and reliable information are essential elements for tobacco control success.

We aim to strengthen public awareness of the health risks, including the addictive characteristics of tobacco consumption and exposure to tobacco smoke in accordance with Article 12 of the WHO FCTC and its guidelines.

There a number of strategies that we can use to educate the public about the harms of tobacco. Among these are campaigns to counter the pro-tobacco messages put forth by the tobacco industry in Africa. Often known as "counter-advertising", these campaigns are typically disseminated via mass media, including print and broadcast media, billboards and other means to reach large groups within a population. Mass-media counter-advertising campaigns have been consistently found to reduce overall tobacco consumption.Media campaigns can also motivate and inform people on how to quit.

We advocate for public policies that prevent kids from smoking,help smokers quit and protect everyone from secondhand smoke.Our digital advocacy campaigns aim to;
  • Inform governments, the public and the media about the devastating consequences of tobacco use and exposure to secondhand smoke,and the effectiveness of tobacco control policies.
  • Expose and counter the tobacco industry’s harmful practices, including how it markets its deadly products around Africa and fights policies that reduce tobacco use and save lives.
  • Support the adoption of proven, science-based policies that reduce tobacco use and exposure to secondhand smoke.



People have died from tobacco-related diseases in Africa since the opening of the first FCTC working group on 28 October 1999.

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