PL 10.00-11.30 Opening plenary

SUCCESSFUL STRATEGIES - THE UICC CENTRAL & EASTERN EUROPEAN INTERNATIONAL NO SMOKING DAYS CAMPAIGN

The new Central and Eastern European market has presented a unique opportunity to the Western transnational tobacco industry. Aggressive marketing techniques, including a massive advertising campaign throughout the region, appealed to the desire of the people in the new democracies for "Westernisation" and exploited an already mature market where male life expectancy was already lower than in any other developed region of the world thanks to tobacco use.

Against this background, the UICC Tobacco Programme, in 1992, launched the first international No Smoking Day in the region. Some ten countries took part and remarkable results were achieved for a very low cost campaign. Now after 4 such successful campaigns, 15 countries participate annually.

The extraordinary level of media interest generated by the international No Smoking Day is testimony to the effectiveness of the campaign and the energy and dedication of the growing anti-tobacco networks in each participating country. In addition, evaluation has shown that many tens of thousands of smokers have been helped to stop using tobacco.

Smoke Free Europe Conference Abstracts - 19 SEP 1996

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