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”.