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Table
Indicator name:
MPOWER groups - w Anti-tobacco mass media campaigns
Data type:
Score
Indicator Id:
2723
Topic:
Risk factors
Rationale:
In 2008, WHO introduced the MPOWER package to assist in the country-level implementation of six effective measures to reduce demand for tobacco products. Each measure reflects at least one provision of the WHO Framework Convention on Tobacco Control. The letter W in MPOWER denotes the "Warn about the dangers of tobacco" measure. The media play a key role in shaping tobacco-related knowledge, opinions, attitudes and behaviours, and can be extremely powerful in influencing both individuals and policy-makers regarding tobacco use and tobacco control issues. As a result, mass media anti-tobacco campaigns have become a key component of tobacco control programmes in countries. This indicator measures the implementation status of the W measure regarding anti-tobacco mass media campaigns.
Definition:
The implementation status of the Anti-tobacco mass media measure was classified by grouping countries into five groups. The groups for this indicator are: 1 = Data not reported 2 = No national campaign conducted in the reporting period with a duration of at least three weeks 3 = National campaign conducted wih 1-4 appropriate characteristics* 4 = National campaign conducted wih 5-6 appropriate characteristics*, or with 7 characteristics excluding airing on TV and/or radio 5 = National campaign conducted with at least 7 appropriate characteristics* including airing on TV and/or radio. * Characteristics of a high-quality campaign are: • the campaign was part of a tobacco control programme; • before the campaign, research was undertaken or reviewed to gain a thorough understanding of the target audience; • campaign communications materials were pretested with the target audience and refined in line with campaign objectives; • air time (radio, television) and/or placement (billboards, print advertising, etc.) was obtained by purchasing or securing it using either the organization’s own internal resources or an external media planner or agency (this information indicates whether the campaign adopted a thorough media planning and buying process to effectively and efficiently reach its target audience); • the implementing agency worked with journalists to gain publicity or news coverage for the campaign; • process evaluation was undertaken to assess how effectively the campaign had been implemented; and • an outcome evaluation process was implemented to assess the campaign impact.
Method of estimation:
Country reported data assessed using a scoring system
Unit of Measure:
N/A
Unit Multiplier:
N/A
Links:
WHO Report on the Global Tobacco Epidemic
Indicator Metadata Registry List
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