BACKGROUND AND IMPLEMENTATION CHALLENGES: Tobacco consumption remains a leading cause of preventable death and disease globally, with an estimated 1.3 million deaths annually in India. In response to this public health crisis, Uttarakhand has implemented a range of strategies to reduce tobacco consumption and raise awareness about its detrimental health effects. Tobacco control campaigns have demonstrated high cost-effectiveness in influencing tobacco use behaviours among both adults and youth. However, rural areas face distinct challenges, including limited awareness and access to healthcare, which hinder the effective implementation of tobacco control measures.
INTERVENTION OR RESPONSE: To address these challenges, the "Aao Gaon Chale Uttarakhand Ko Tambaku Mukt Karen" campaign was launched as a two-month initiative by the Health and Education Ministers, and senior officials from different departments like Police, Education, and Tourism. Culminating on World No Tobacco Day 2022, the campaign engaged rural populations through multi-departmental collaboration. Led by Balajee Sewa Sansthan, a Non-Governmental Organisation, the program featured activities emphasizing awareness and behaviour change, with annual oversight by the Health Minister reflecting sustained governmental commitment.
RESULTS AND IMPACT: The campaign organized over 10000 events, including pledge and signature campaigns, puppet shows, and educational programs, reaching more than 1 million individuals. Tobacco-free pledges were administered at 5000 locations, and 625 villages declared themselves tobacco-free under state-developed protocols. A flagship event at Government Doon Medical College saw over 2000 participants. Government of Uttarakhand aims to declare two villages tobacco-free per block annually and reduce tobacco consumption by 5% by 2027.
CONCLUSIONS: The success of these campaigns underscores the value of multi-stakeholder engagement in public health. Strengthening enforcement, expanding rural outreach, and targeting youth through digital and school-based programs are critical. Leveraging digital platforms, integrating tobacco control into broader health initiatives, and ensuring long-term funding and evaluation are essential to sustaining progress and reducing tobacco use.