SS 16.00-17.30 Special sessions

A MASS MEDIA CAMPAIGN HELPED IMPLEMENTATION OF REFORMS IN THE TOBACCO ACT IN NORWAY

The aim of the campaign was to increase people's knowledge and understanding of the new tobacco regulations in Norway which went into force 1 January 1996. The main reforms were: minimum purchasing age up from 16 to 18; restaurants and bars opening onto areas where smoking is not allowed (i.e. shopping malls) to become completely smokefree; smokefree workplace cafeterias; - the proportion of smokefree hotel rooms up from at least 33 to 50%; and completely smokefree schools and kindergartens.

The campaign was run in November and December 1995 and was the first sizeable mass media campaign on tobacco control in Norway in 14 years. It was organized by the National Council on Tobacco and Health in cooperation with the Ministry of Health and Social Affairs. The budget allowed direct mail, commercials on television, radio, cinemas, large newspapers and some magazines. The communication strategy and the tools of the campaign will be presented.

Surveys were conducted before and after the campaign. The short-term effect was significant. The campaign contributed to increased understanding and knowledge about the regulations. For instance 80% supported a minimum purchasing age of 18 or higher right after the campaign compared with only 59% before the campaign. Three months after the campaign the level of knowledge and support decreased a little. A gratifying side-effect of the campaign was that more people are now aware of their general right to be protected against exposure to passive smoking than before the campaign.

Smoke Free Europe Conference Abstracts - 19 SEP 1996

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