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Tobacco Free Youth Awareness Campaign to Mark World No Tobacco Day (WNTD)

This initiative has been a direct engagement, primarily with youth and adolescents who have either fallen for the lure of the tobacco menace or are contemplating doing so in the near future. The focus of intervention/awareness is to bring about an attitudinal change in the target group and thus prevent the initiation into smoking or motivate stopping of smoking behavior. More than 10000 young individuals have been directly addressed during these campaigns while our awareness message would have reached over a lakh of population.

Driven the success of the WNTD campaign 2007, WHO gave Manas the task to organize the campaign again on World No Tobacco Day 2008. This year Manas Organized a seven day campaign at five places in Delhi & NCR with the focus of Tobacco Free Youth. The campaign used the concept of Cognitive dissonance to bring about a change in the attitude of the young smokers ensuring that they do not take to smoking. To create this dissonance Manas distributed fake cigarette and gutka packs with pictorial information about the ill effects of tobacco use and a quit plan and there were persons dressed up as a “skeleton” and carry placards requesting public to be their friends. Manas successfully created dissonance amongst the vulnerable population of youth and spread awareness about the ill effects of tobacco. Gauging the performance of Manas in meeting the objectives of the campaign, WHO & Ministry of Health & Family Welfare again gave the opportunity to conduct the same in 2011 as well with the focus this year on “Effective Implementation of Framework Convention on Tobacco Control”.

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