BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco consumption remains a major public health challenge globally, contributing significantly to preventable diseases and deaths. In India, festivals like Ganpati Utsav, Durga Puja, Diwali, and Dahi Handi attract large crowds, making them ideal for raising awareness about the dangers of tobacco. Despite the Cigarettes and Other Tobacco Products Act (COTPA) prohibiting tobacco advertising, the tobacco industry continues to exploit such events to target minors. Salaam Bombay Foundation's Preventive Health Education program seeks to address this by empowering adolescents to use these cultural events as platforms for promoting tobacco control.
INTERVENTION OR RESPONSE: The program trains students in grades 7 to 9 as health advocates, equipping them with the skills to engage their communities during major festivals. During Ganpati Utsav, a 10-day long festival, students took an active role in counteracting tobacco-related advertising, which was once rampant in the form of event sponsorships and promotions. By decorating festival-related items with anti-tobacco messages, performing skits, and engaging in community activities, these youth advocates raised awareness about tobacco's harmful effects, while emphasizing healthier lifestyle choices.
RESULTS AND IMPACT: The initiative reached over 100,000 community members, with more than 1,000 adolescents involved in campaigns. These youth-led efforts, particularly during Ganpati Utsav, contributed to a significant reduction in tobacco advertising during the festival. The program also led to increased community engagement and awareness, with many individuals committing to tobacco-free habits.
CONCLUSIONS: Integrating tobacco control initiatives into cultural events has proven effective in challenging tobacco industry practices, such as event sponsorships and advertising. This model has shown the power of youth-led advocacy in influencing community behaviors and can be expanded to other festivals and regions for greater impact. To further enhance the success of such campaigns, continued advocacy, stronger local partnerships, and media outreach will be crucial in amplifying public health messages.