2. A comprehensive tobacco strategy: The resources needed for success Stephen Woodward Protocol Management UK Ltd steve.woodward@protocolman.net

3. What is a comprehensive tobacco strategy? (i) WHO (1979), UICC (1980) Achievement of lower smoking rates in all age groups of the population by the application of all practical downward pressures: –health warnings on packs –increased taxation –restrictions on smoking opportunities –support non-smokers rights –information and education programmes

4. What is a comprehensive tobacco strategy? (ii) Ban tobacco advertising and promotion Maintaining liaison with other health organisations and authorities to ensure maximum effectiveness and to avoid conflict of activities

5. How do we measure success? Numbers of leaflets? Numbers of hits to website? Pleasure of the Minister/Civil Servants? Number of people employed? Amount of money spent? Level of our pay packet? Happiness and harmony among tobacco control workers?

6. Our only measure of success Lower smoking rates (Lower tobacco consumption)

7. The A B C for success ABCABC mbition est practice andour

8. Ambition Believe you can make a difference You can make a difference In a short time

9. Trends in smoking rates: Northern Ireland and California

10. Lung cancer death rates: Northern Ireland

11. Lung cancer death rates: California…

14. Changes in heart attack & stroke in Northern Ireland under White Paper v California targets Adapted from Naidoo, Stevens, McPherson. Tobacco Control, Dec 2000, pg 397-400

15. Changes in heart attack & stroke in Northern Ireland under White Paper v California targets Adapted from Naidoo, Stevens, McPherson. Tobacco Control, Dec 2000, pg 397-400

16. Cumulative benefit of a sustained programme: fewer cases of heart attack & stroke

17. What resources make a difference? Sustained (over 10 years), appropriately weighted, evaluated mass media programmes

18. Mass media costs money Get the money Keep the money Spend it wisely

20. How much money is required? California: 30 million people US$ 634 million over 10 years US$ 63.4 million per year US$ 28.6 million per year on media US$ 2.11 per person per year

21. How much money is required? Northern Ireland: 1.6 million people US$ 2.11 per person per year = US$ 3.38 million per year = UK£ 2.11 million per year, with about half spent on media

22. Why mass media? It works It reaches the right target groups

23. Why mass media?

28. It works It reaches the right target groups It passes the “Scream Test”

32. Smoking prevalence, Victoria 1983 - 1997 Health Promotion Foundation established Quit funding cut

33. Mass media costs money Get the money Keep the money Spend it wisely