Creating an effective anti-smoking campaign based on behavioural analysis of smokers

Abstract

Current anti-smoking campaigns have dealt with fear and negative consequences of smoking, sometimes exaggerating in their communications, which have not worked well in the Indian context. This paper tries to analyse behavioural aspects of smokers, which presents some interesting findings and results. Based on the quantitative analysis and with support from literature surveys, the paper proposes to use Kids as an effective tool in the anti-smoking campaign. The paper considers the value, culture and the perception linked to the hedonistic behaviour of smokers and came out with various dimensions which can have impact on quitting behaviour. Young adults want to defy their values and see consumption of cigarettes as transformation from a kid to adult. It was clearly evident from the responses in which majority of smokers started consuming cigarette when they were in standard 5 or 6 due to their peer group and weak value system. The paper finally presents a conceptual framework of authors’ understanding of smokers in terms of their socially active status and smoking frequency