“An insight into how anti-smoking campaigns can

be made more effective among urban youth.”

Submitted by: Group 11

T.Y.B.B.A- A

Amman Saraf 51

Anmol Bansal 52

Anusha Jain 53

Ashish Kanakia 54

Garima Madhok 55

To: Ms. Pallavi

Rallan

Table of contents

Sr. no Topic Page no.

1. Introduction and background

information 1-5

2. Gap found and the purpose of the

research 6-7

3.

Research Design, Type, data

collection method, tools used and

limitations.

8-9

4. Sampling 10

5. Findings- Charts and graphs 11-15

6. Data analysis 16-18

7. Conclusion 18

8. Bibliography 19

9. Appendix 20-22

Introduction:

Today a big percentage of any countries population smokes and an

even greater percentage of the population passive smokes, Smoking

alone causes many deaths in every country and is responsible for

countless amounts of diseases. Despite its many ill effects that we will

mention ahead, smokers seem to continue. Since governments,

societies/communities, institutions are realizing the ill effects of

smoking there have been a great many attempts to try and get smokers

to quit, but regardless of their efforts smokers continue.

The above chart shows the difficulty and challenge for any smoker to

quit smoking. The data makes it evident that addiction to smoking is a

real problem since 90 % of the smokers are unsuccessful in quitting.

Even pharmacological treatment could only at its best be 40 %

effective.

Why are people so addicted to smoking?

According to the National Health Services (NHS) in the UK the

Nicotine in a cigarette alters the smoker‟s brain chemistry, it changes

the levels of these chemicals and their mood and concentration levels

change. Many smokers find this enjoyable.

The changes happen very quickly. When smokers inhale the nicotine,

it immediately rushes to their brain where it takes effect. This is why

many smokers enjoy the nicotine rush and become dependent on it.

The more they smoke, the more their brain becomes used to the

nicotine. This means that they have to smoke more to get the same

effect. When they stop smoking, the loss of nicotine changes the

levels of dopamine and noradrenaline. This makes smokers feel

anxious, depressed and irritable.

Thus smokers crave nicotine when they quit, as smoking provides an

immediate fix to these problems. Thus it becomes difficult for

smokers to quit.

As is evident that smokers find it extremely challenging to quit

smoking there has been in comparison not much done in monetary

terms to offset this great challenge. State Tobacco revenues collected

are 50 times the spending done by the state to prevent smoking. In

proportionate terms not much is done to prevent smoking or reduce

the amount smokers smoke.

The Gap

There is a clear gap we see as the amount of effort required to get

smokers to quit seems to be tremendous as shown in the previous

studies and the efforts made by the government or communities don‟t

seem to equate that.

Modes currently used to stop smoking

Anti Smoking Adverts

Rehab Centres

Anti Smoking Conventions

Taxes

Medicine

Nicotine Gum/Patch

Purpose

The purpose of our research is to see why anti-smoking campaigns

have been ineffective in having an impact on the mind-set of the

young, urban crowd. On the basis of the research conducted, we have

suggested a few recommendations to be incorporated in the

campaigns for the age group 16-25 years.

Why stop the smoking ?

According to a popular website, “Worldwide, between 80,000 and

100,000 kids start smoking every day. Approximately one quarter of

children alive in the Western Pacific Region will die from smoking.”

According to the WHO:

Tobacco kills up to half of its users.

Tobacco kills nearly six million people each year, of whom

more than 5 million are users and ex users and more than 600

000 are nonsmokers exposed to second-hand smoke. Unless

urgent action is taken, the annual death toll could rise to more

than eight million by 2030.

Unchecked, tobacco-related deaths will increase to more than

eight million per year by 2030. More than 80% of those deaths

will be in low- and middle-income countries.

Second-hand smoke causes more than 600 000 premature deaths

per year

It is evident that smoking has many ill effects and is not beneficial for

the society/community as a whole. It is one of the major causes for

cancer and affects not only the smoker but also those around them.

Who is most influenced by smoking?

As the chart shows a great percentage of the US population are those

who smoke between the age of 18 – 25 and an even more shocking

statistic is that a great percentage of smokers have tried their first

cigarette under the age of 18.

As is established before that smoking harms the community, the

smoker and the passive smoker we thus arrive at our mission-

Mission –

“To effectively reduce the rate of smokers in a population sect

through the medium of an anti-smoking ad campaign thus

understanding what kind of an advert would be most effective”

Research design -

Our research falls into both, exploratory and descriptive research

because of the following reasons-

We chose to do exploratory type of research because we wanted

to know more about the situation and the problem.

“Why”- Why have anti-smoking campaigns been ineffective in

having an impact?

It falls under descriptive research because we have used a

structured questionnaire to find out the views of the consumer‟s

attitudes, intentions and behaviors.

We also did applied research because we wanted a conclusion

which can be used to solve our problem. Applied research is a

type of research which solves a problem.

Data Collection source and method -

Our research being a quantitative research, methods which we used to

collect the data are surveys which were conducted through webpage

surveys and printed questionnaire. Information collected was how

many cigarettes a person smokes in a day; did any of the campaigns

affect his/her smoking habits? , Why does he/she actually smoke?,

etc.

The data we have collected will let us know if people do get affected

by the advertising campaigns or not, and if they do what are the

things which they get affected by so we can have an campaign with

all those things which can have a huge effect so that people stop

smoking.

Research tools -

The type of study was conducted through a research survey to find out

whether anti-smoking campaigns are fruitful or not.

Limitations-

Our survey only covers urban Indians in a limited part of

Mumbai. The area which we cover is very small and restricted

to very few people.

Survey is limited to urban highly educated youth. This may not

be typical of the broader Indian population.

Some people haven‟t filled the form completely; also they have

not given all the information which was needed.

Data can be biased because people know that we are taking their

interview. People tend to hide the correct information.

We need to do more work to understand the reasons why youth

start smoking ( there is a high instance of „ others‟ as reasons

given to start.)

Sampling

A sample is a part of a target population, which is carefully selected

to represent the population.

The technique used for the research -

Snowball sampling

Snowball sampling is a sub-part of non-probability sampling.

In this method, the initial group of respondents are selected randomly.

Subsequent respondents are being selected based on the opinion or the

referrals provided by the initial respondents. The referrals will have

demographic and psychographic characteristics that are similar to the

person referring them.

Why this technique?

Our sampling element was smokers and there is no ready sample

frame available to get the desired element/data from. This

automatically rules out selection of probability sampling. As we

know that knowledge of the whole population is a must for

probability sampling (in this there is equal chance for every

element to be selected in the sample), and no such data is

available.

The only way to get hold of the desired sampling element was to

catch hold of a random group and then went on asking others

based on the former‟s referrals. This went on till we reached our

sampling size (i.e. 100).

People don‟t readily accept habits like smoking easily to

strangers and there is no available sampling frame of smokers.

The only way we could get such a sample collected was by first

approaching a group of random known people who smoke and

then going on their referrals.

The method explained above is nothing but snowball sampling

(a type of non-probability sampling).

Findings –

1. How many people smoke (Yes) or used to smoke (No)?

2. For how long have people been smoking?

3. How many cigarettes does a person smoke per day?

Smoke 75%

Used to smoke

25%

0-1 years 33%

1-3 years 46%

Longer 21%

43%

45%

12%

Upto 2 cigarettes 3-5 cigarettes 6+ cigarettes

4. What factors influenced a person to start smoking?

5. A person usually smokes with-

6. Awareness about smoking being injurious to health

0% 10% 20% 30% 40% 50%

Your friends in your circle smoked

Your parent/ someone elder in yourfamily smoked

It was cool

Others

0% 10% 20% 30% 40% 50% 60% 70%

Friends/ Colleagues

Alone

7. % age of people who have tried quitting

8. %age of people who think about the ill- effects of smoking

sometimes

9. % age of people rating this statement “It is okay if I smoke,

because I only smoke few cigarettes a day.”

10. Rating of “I could give up smoking if I wanted to.”

11. The number of cigarettes smoked will-

12. Factors which could lead to giving up of smoking-

13. Awareness of anti- smoking campaigns-

14. Effect of these campaigns on people-

15. % age of people according to whom campaigns may or

may not work if aired consistently-

16. What should be shown in campaigns-

17. Likeliness of a person to go back to smoking-

23%

25% 32%

20%

Pictures of diseasedlungs, etc.

The campaigns do notpreach, but talk to youlogically

If they showed real lifeexamples of people whohave given up smokingand are now happy

Examples of other familymembers who are happybecause the smoker hasquit

Analysis-

The researcher asks the following types of questions-

A. Factors which could have had an effect in the respondents

starting to smoke. It is important to know the answers to this as

this will give a fuller understanding of the problem. This will

enable us to attach the issue at the root if we are able to target

the campaign at the reasons behind the reasons as to shy the

young people started smoking.

B. Questions focusing in the self-awareness of the problem among

respondents and their intentions regarding actions on it. These

are covered by question 6 (Refer questionnaire1, i.e., awareness

that smoking is injurious), if that has resulted in them trying to

quit ( Q.7 and Q.8), do they think about it occasionally ( Q.9),

and their attitudes towards the habit ( Q10 and Q.11). Having

answers to these questions will show us the respondents‟

attitudes which can help us tailor the message accordingly for it

to be effective.

C. The next series of questions is on the actions that the

respondents intend to take regarding their habit in the near and

medium term and the likely reasons which could induce them to

reduce or give up smoking. Answers to these questions will tell

us about their motivations, and probably help us to craft a

marketing message to those who are contemplating of cutting

down or stopping smoking so that their resolve is reinforced.

D. Questions about the knowledge among respondents of the anti-

smoking messages, their opinions of these messages and if they

are not affected how could these be made more effective.

Information about their will help us in targeting and covering

the message better.

E. Finally, there are questions asked to the smokers who have quit

about what made them quit. The answers to these are qualitative

and will help us with an understanding of their motivations.

Data analysis-

A. The influence of friends is very strong in the decision of the

respondents to start smoking. 60% of the respondents cite this as

a factor. This is not surprising and may call for sessions in

schools/colleges with a wider group since group influence is

clearly important. However, one key insight is that influence of

parents, etc., is not important, neither is the factor that it is cool

to smoke (only 12% think so). There is a very high number of

people ticking the option „others‟, which means that there is a

need to study to this factor more to get a fuller understanding of

why people choose to start smoking.

B. In the responses to this group of questions, we get a very high

degree of awareness of the issue. 95% of the people know that

smoking is not good for health, and a very substantial number

(61%) have tried to quit smoking in the past. On the entire

population (of 100 respondents), 46% have tried to quit but

failed while 29% have not tried to quit at all. The rest 25% have

actually managed to quit smoking which is a fairly impressive

number. The reasons for failing to stick with the „quitting‟

decisions range from „pressure from friends‟, and nervousness

and stress etc. when smoking was given up.

However, a group of the sample seems to be in denial regarding

the issue. 46% of the people who currently smoke think that „It

is okay because I only smoke a few cigarettes a day‟. However,

this set includes some who smoke between 3-5 cigarettes a day.

Further, a very high number (75%) of smokers believe that it is

easy to quit smoking. Probably a campaign which attacked this

complacence would be effective in leading that group to

introspect as it may not be as easy to quit as they believe.

C. However, coming to actions that the respondents intend to take

regarding their habit, the response is quite positive (Q 12, 13).

Nearly 54% of the smokers expect to cut down on their smoking

in the next 1-2 years, while only 9% expect it to increase. The

main reasons cited are that „it might affect my health‟, with „I

would not like my family members to inhale my second hand

smoke‟ as number two (41% of respondents). (People could tick

more than one option).

This tells that a positive campaign with the health benefits of not

smoking may be beneficial. The main takeaway is that the

respondents are already planning to cut down, and we should

help them keep their resolve.

D. Coming to the message on anti-smoking, a very high number

(91%) of respondents are aware of these (Q 14) though for a

high proportion (63%) these messages have not had any impact

(Q 15). However, in balance 37% of cases they have had some

impact (including, in 8% of cases, a lot). The reasons given for

their ineffectiveness are usually that „they are exaggerations‟,

„they are boring‟ and very often „I do not notice them‟. Our job

is to make these messages noticed. One way is of doing this is to

consistently air campaigns as 61% tend to think that they will be

more effective that way (Q 17).

In terms of what could make smokers cut down smoking (Q18),

there is a revealing insight that these could be successful if they

showed real life examples of people who have given up smoking

and are now happy. This approach has not been tried in India,

and is supported by 32% of the people. An almost equal number

believe that „Campaigns should use logic, rather than being

preachy‟ (25%), and that fear works best with „pictures of

diseased lungs etc.‟ being effective (23%). We can say that there

is no single message to convey and that a carrot (positive effects

of quitting) and stick (fear factor) approach would work.

Conclusions:

a. Nearly one-fourth of the respondents have been able to give up

smoking, mainly concerned about the effects on their health.

b. Of those who continue to smoke, nearly 60% have tried to quit

(unsuccessfully).

c. Most respondents think that they can quit when they want, an

assertion not corroborated by the number who have

unsuccessfully tried to quit.

d. However, most respondents do indeed intend to reduce their

smoking and very few expect it to increase.

e. The reasons given for intention to cut down is likely effect on

own health and that of the family.

f. One way to motivate respondents to cut down would be to show

instances of real people who have stopped smoking and its

positive impact. However appeals to logic and the fear angle are

also important.

Bibliography

http://tobaccocontrol.bmj.com/content/12/4/e4.full

http://environment.about.com/od/healthenvironment/a/smoking_

deaths.htm

http://environment.about.com/od/healthenvironment/a/smoking_

deaths.htm

http://quitsmoking.about.com/od/tobaccorelateddiseases/a/smoki

ngrisks.htm

Questionnaire Part A-

1. Do you smoke (at least once in two days)? (If not a smoker

anymore, then proceed to Q.19.)

Yes No

2. How long have you been smoking?

0-1 years 1-3 years Longer

3. Currently, how would you characterise your smoking?

Up to 2 cigarettes a day

3-5 cigarettes a day

6+ cigarettes a day

4. If you recollect, did any of the factors influence you when you

started smoking?

(Name up to any two)

Your friends in your circle smoked

Your parent/ someone elder in your family smoked

It was cool

Others

5. Do you usually smoke with

Friends/Colleagues Alone

6. Are you aware that cigarette smoking is injurious to health?

Yes No

7. Have you tried quitting smoking?

Yes No

8. If you tried and failed, what made you restart?

9. Do you think about the ill effects of smoking sometimes?

Yes No

10. If answer to Q.9 is Yes, then how true is the statement:

“It is okay if I smoke, because I only smoke few cigarettes a

day.”

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

11. How true is the statement: “I could give up smoking if I

wanted to.”

Strongly Agree

Agree

Neither Agree nor Disagree

Disagree

Strongly Disagree

12. Do you expect that over the next 1-2 years the number of

cigarettes you smoke a day will:

Increase

Remain same

Decrease

13. Over the next 5 years, what factors could make you

consider giving up smoking?

(Up to any two)

I would not like my family members to inhale my second

hand smoke

It might affect my health

It might not be socially acceptable

It might be too expensive to keep smoking

14. Are you aware of Anti- smoking campaigns that are

sometimes run ( in hoardings, movie theatres, print media, etc.)

Yes No

15. Do you think these have had any effect on your smoking?

a. Yes, a lot.

b. Yes, somewhat

c. No, not at all

16. If you have answered Q.15 as „c‟, why do you think that

they have not had any effect at all?

OR

If you have answered Q.15 as „a‟ or „b‟, what feature impacted

you in the campaign?

17. Do you think campaigns will work if they are consistently

aired or displayed ( on T.Vs, in cinemas, print media, hoarding,

etc.)

Yes No

18. What, in your view, could make you cut down smoking (

in a campaign)

Pictures of diseased lungs, etc.

The campaigns do not preach, but talk to you logically

If they showed real life examples of people who have given

up smoking and are

now happy

Examples of other family members who are happy because

the smoker has quit

End

19. What factors made you quit?

20. Over the next 6 months, how likely are you to start

smoking again?

Not at all likely

Somewhat likely

Neither likely or unlikely

Likely

Very likely

Part B-

Name:

Age:

16-18 19-22 23-25

Gender:

Male Female

Email id:

Contact number: