TAKNAK ANTITOBACCO MEDIA CAMPAIGN IN MALAYSIA

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TAK-NAK ANTI-TOBACCO MEDIA CAMPAIGN IN MALAYSIA
MEDIA DIALOGUE

• Dr Maizurah Omar
• (maizurah_at_usm.my)
• Clearinghouse for Tobacco Control
• National Poison Centre
• Universiti Sains Malaysia
• 11800 Penang, Malaysia

8th Asian Pacific Conference On Tobacco And
Health, 17th Oct 2007, Taipei, Taiwan
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TAK-NAK MEDIA CAMPAIGN (Dont Want)

• Tobacco counter-advertising as a public health
  Intervention.
• Counter-advertising
• De-normalise, de-glamorise, inform risk, severity
  and benefit
• apply the conceptual framework,
  cognitive-behavioral models and multi-media
  approach

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Conceptual model illustrating the hypothesised
causal chain of how tobacco control policies
exert their influence on tobacco use behaviors
Tak Nak Media
Policy-specific variables
Psychosocial mediators
Policy-relevant outcomes
Policy
Perceived risk and severity Belief and attitudes
Quit attempt Successful quitting Brand switching
Label salience
Moderators
Economic impact
Public health impact
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Cognitive-Behavioral ModelStage of Change
5.Maintenance Continuation of desirable
actions ApplicationAssist in coping, reminders,
finding alternatives, avoiding slips/relapse
4.Action Implementation of specific actions
plans Application assist with feedback, Problem
solving, social support, reinforcement
3.Decision/Determination Making plan to
change Application assist in developing concrete
actions plans
2.Contemplation Thinking about change, in the
near future Application motivate, encourage to
make specific plans
1.Pre-contemplation Unware of problem, hasnt
taught about change Application increase
awareness of need for change, personalize
information about risk and benefits
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Tak Nak Media Campaign

• Objectives
• Educate and create a new generation of Malaysians
  who refuse smoking habits.
• Prevent specific groups especially women and
  youths from starting the smoking habit.
• Convince smokers to quit.

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LAUNCHING OF THE CAMPAIGN

• By the Highest Authority
• Signifying commitment of the
• Malaysian government

Malaysian PM
Duration of the Campaign 5 years
Health Minister
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Characteristics of the Campaign

• Comprehensive (e.g in all public health programs)
• Utilizing all media channels possible
• High frequency of exposures
• Public
• Health risk of smoking

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Tak Nak Media Campaign

• National anti-smoking campaign that uses media as
  a channel to advertise the adverse health effects
  of smoking.
• Cost almost RM18 million (USD 5 million) for year
  2004

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Fear Appeals

• Fear appeals can be effective (e.g., Witte
  Allen, 2000)
• Conditions for effective fear appeals
• 1. Fear appeal must be strong
• 2. Fear appeal must be legitimate, not
  exaggerated
• 3. Fear appeal must (should?) be accompanied by
  efficacy messages to inform recipients how they
  can avoid the threat that is being depicted.

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Print ads

• TV ads

And other media channels
Newspapers/magazines
Billboard and posters
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Extent of Exposure to the Media Campaign
When asked to name the most effective media, gt88
from all categories of respondents mentioned TV
as the most effective medium
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Relevance of the Campaign
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Campaign Led to Discussions
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Association between relevance of the campaign
and discussion with family and friends (Youth
data)
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Association between relevance of campaign and
less likely to smoke in future (Youth data)
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Tak Nak 2

• ITC 2006 wave 2- Quitters 5.5 (N1660 adult
  smokers)
• Tak Nak 2- youth and adult
• Cessation services

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Tak Nak 2 Bus Panel
We are not ignorant IF SMART SAY NO Tak
Nak Merokok! (No smoking)
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Newspapers
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TV Advertisements
Click here to view the video
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Conclusion

• TAK-NAK has now being recognised as icon for
  ANTI-SMOKING.
• Advertising is an important tool to inform, raise
  the level of knowledge, change attitude and
  behavior.
• A multi-media, comprehensive and sustainable
  approached of advertising and promotion should be
  employed.
• Other public health intervention should be
  undertaken together / concurrently.