Innovations in Implementation: Using New and Traditional Media to Ensure Strong Implementation of Tobacco Control Laws in Russia

Abstract

Introduction To ensure strong implementation of tobacco control laws in Russia, using comprehensive media campaign. Material and Methods Educational campaigns, conducted in partnership with the Ministry of Health, the Parliament, enforcement agencies and local authorities; compliance monitoring, and air quality monitoring; development of mobile app for reporting smoke-free violations; earned media campaign. Results • Comprehensive tobacco control law was enacted in 2013. • Media coverage on tobacco control increased from 14 000 in 2008 to 71 000 in 2015. • Share of adult smokers decreased from 41% in 2009 to 34% in 2015. • 98,5% smoke-free compliance in HoReCa venues two years after the smoking ban. • 95% compliance in tobacco packaging and labeling. • Nearly 100% elimination of tobacco advertisement in media, outdoors and in points of sales. • 2-2,5 times decrease in duration and amount of smoking episodes in TV-series, popular among minors. • 76% of Russians supported smoke-free measures before the measure came into force in 2013. In 2015 83% of respondents supported smoke free. • Tobacco display ban support increased from 59% in 2013 (1,5 years prior to enactment) to 67% in 2015. • Tobacco advertisement ban support was 79% in 2013, 80% in 2015. Conclusions Media advocacy campaign in Russia was important component of program success. Using traditional and online media and mobile app ensured smooth implementation, public support and high compliance level of the law. Funding Russia’s tobacco control program was supported by the Campaign for Tobacco Free Kids.