Developing antitobacco mass media campaign messages in a low-resource setting: experience from the Kingdom of Tonga. Issue 3 (11th March 2016)

• Record Type: Journal Article
• Authors: Sugden, C; Phongsavan, P; Gloede, S; Filiai, S; Tongamana, V O
• Is Part Of: Tobacco control. Volume 26:Issue 3(2017)
• Page Start: 344
• Page End: 348
• Publication Date: 2016-03-11
• Subjects: Media -- Low/Middle income country -- Advertising and Promotion -- Social marketing -- Cessation; Tobacco use -- Prevention -- Periodicals; Tobacco use -- Periodicals; Smoking -- Law and legislation -- Periodicals; Smoking -- prevention & control -- Periodicals; Tobacco Use Disorder -- prevention & control -- Periodicals; Tobacco -- Periodicals; Electronic journals; 613.85
• DOI: 10.1136/tobaccocontrol-2015-052755
• Languages: English
• ISSNs: 0964-4563

Abstract

Abstract : Tobacco use has become the leading cause of preventable death in Tonga, a small island nation in the South Pacific. One pragmatic and economical strategy to address this worrying trend is to adapt effective antitobacco mass media materials developed in high-income countries for local audiences. Using Tonga as an example, this paper shares the practical steps involved in adapting antitobacco campaign materials for local audiences with minimal resources, a limited budget and without the need for an external production team. The Tongan experience underscores the importance of an adaptation process that draws from evidence-based best-practice models and engages local and regional stakeholders to ensure that campaign materials are tailored to the local context and are embedded within a mix of antitobacco strategies.