Collaboration between government and civil society: engaging the public in the implementation of Beijing's smoke-free law through integrated communications efforts
| 1 | Campaign for Tobacco Free Kids, United States of America |
| 2 | Campaign for Tobacco Free Kids (China Office), China |
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A611
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Download abstract book (PDF)ABSTRACT
Background and challenges to implementation:
The Beijing Smoking Control Regulation was adopted in November 2014 and took effect in June 2015. The Regulations includes a provision requiring all indoor public places, work places and public transports to be smoke-free. Lawmakers were concerned that the law may be overly restrictive and difficult to enforce due to a variety of reasons, such as a small enforcement team, a large population (21 million), low awareness of smoking harms, the deeply rooted “smoking culture”, etc.
Intervention or response:
Civil society organizations and the government designed and implemented innovative and integrated communications strategies composed of a variety of tactics and materials to raise public awareness of the law and maximize compliance. These tactics and materials were delivered through a combination of traditional media, social media, community outreach, and other formats and channels. Examples included a “No Smoking” gesture campaign, a high-profile launch event at Beijing's iconic building, the Bird Nest, a smoke-free Beijing song and accompanying square dance, posters and postcards featuring celebrities, count-down events, TV and radio programs, production and dissemination of a short video on social media, A Letter to the Beijing Resident, a “Thank You for Not Smoking” campaign, among others.
Results and lessons learnt:
Public knowledge of the law reached 81.3% in the first 3 months since the law took effect, public support for the law reached 93.83% and the compliance rate was 71% after 1 year since the implementation. With their respective unique advantages, the government and civil society groups worked closely to reach Beijing residents broadly and effectively.
Conclusions and key recommendations:
The effective communications as a result of the collaboration between government and NGOs in Beijing was a key in achieving relatively high compliance rate in a short period of time. This model can be applied to other cities and in other tobacco control or public health policies.
The Beijing Smoking Control Regulation was adopted in November 2014 and took effect in June 2015. The Regulations includes a provision requiring all indoor public places, work places and public transports to be smoke-free. Lawmakers were concerned that the law may be overly restrictive and difficult to enforce due to a variety of reasons, such as a small enforcement team, a large population (21 million), low awareness of smoking harms, the deeply rooted “smoking culture”, etc.
Intervention or response:
Civil society organizations and the government designed and implemented innovative and integrated communications strategies composed of a variety of tactics and materials to raise public awareness of the law and maximize compliance. These tactics and materials were delivered through a combination of traditional media, social media, community outreach, and other formats and channels. Examples included a “No Smoking” gesture campaign, a high-profile launch event at Beijing's iconic building, the Bird Nest, a smoke-free Beijing song and accompanying square dance, posters and postcards featuring celebrities, count-down events, TV and radio programs, production and dissemination of a short video on social media, A Letter to the Beijing Resident, a “Thank You for Not Smoking” campaign, among others.
Results and lessons learnt:
Public knowledge of the law reached 81.3% in the first 3 months since the law took effect, public support for the law reached 93.83% and the compliance rate was 71% after 1 year since the implementation. With their respective unique advantages, the government and civil society groups worked closely to reach Beijing residents broadly and effectively.
Conclusions and key recommendations:
The effective communications as a result of the collaboration between government and NGOs in Beijing was a key in achieving relatively high compliance rate in a short period of time. This model can be applied to other cities and in other tobacco control or public health policies.
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