The No Tobacco Campaign in Dubai: An Evaluation
1. Introduction
Cigarette smoking is the leading cause of death and disease in the world, and quitting smoking is the single most important step smokers can take to improve their health (1). In the United Arab Emirates (UAE), smoking is a major public health problem, with about 26% of men and 5% of women being current smokers (2). Although the UAE has one of the lowest smoking prevalence rates in the world, tobacco use is still a major preventable cause of death and disease in the country. In fact, tobacco use is responsible for about 1,500 deaths every year in the UAE (3).
In response to this public health problem, the Ministry of Health in Dubai allied with Dubai Healthcare City (DHCC) to launch an important campaign, called the No Tobacco Campaign, to stop people from smoking in Dubai. The No Tobacco Campaign was launched in 2007 and ran for six months. The main objectives of the campaign were to:
-Increase public awareness about the harmful effects of tobacco use;
-Encourage smokers to quit smoking;
-Provide support to smokers who want to quit.
The campaign used a variety of strategies to achieve these objectives, including mass media campaigns, community outreach programs, and policy initiatives. One of the most successful components of the campaign was the quit and win prize program. This program offered smokers who quit smoking during the campaign period a chance to win prizes totaling more than one million dirhams (about US$272,000). The grand prize was a brand new car.
In addition to the quit and win prize program, other strategies used by the No Tobacco Campaign included:
-Distributing quitting information and materials through community outreach programs;
-Training healthcare providers on how to provide counseling and support to patients who want to quit smoking;
-Launching a toll-free quitting hotline that provided counseling services to smokers who wanted to quit;
-Working with employers to create smoke-free workplaces;
-Implementing policies that prohibited smoking in public places.
Evaluation is an important part of any public health initiative, and the No Tobacco Campaign was no exception. An evaluation of the campaign was conducted by an independent research firm. The evaluation found that the No Tobacco Campaign was successful in achieving its objectives. For example, there was a significant increase in public awareness about the harmful effects of tobacco use as a result of the campaign. In addition, there was a significant increase in the number of smokers who attempted to quit smoking during the campaign period. Moreover, there was a significant decrease in tobacco consumption among smokers who did not attempt to quit smoking during the campaign period.The evaluation also found that the No Tobacco Campaign had a positive impact on smoking-related attitudes and beliefs. For example, there was a significant increase in the belief that smoking is harmful to one’s health as a result of the campaign. In addition, there was a significant increase in the belief that quitting smoking is important for one’s health. Moreover, there was a significant increase in the belief that smoking is expensive as a result of the campaign.
Finally, the evaluation found that the No Tobacco Campaign had a positive impact on smoking-related behaviors. For example, there was a significant decrease in the number of smokers who started smoking during the campaign period. In addition, there was a significant decrease in the number of smokers who continued to smoke after the campaign period. Moreover, there was a significant increase in the number of smokers who quit smoking as a result of the campaign.
In conclusion, the No Tobacco Campaign was successful in achieving its objectives. The campaign increased public awareness about the harmful effects of tobacco use, encouraged smokers to quit smoking, and provided support to smokers who wanted to quit.
2. No Tobacco Campaign objectives and strategies
The main objectives of the No Tobacco Campaign were to:
-Increase public awareness about the harmful effects of tobacco use;
-Encourage smokers to quit smoking;
-Provide support to smokers who want to quit.
The campaign used a variety of strategies to achieve these objectives, including mass media campaigns, community outreach programs, and policy initiatives. One of the most successful components of the campaign was the quit and win prize program. This program offered smokers who quit smoking during the campaign period a chance to win prizes totaling more than one million dirhams (about US$272,000). The grand prize was a brand new car.
In addition to the quit and win prize program, other strategies used by the No Tobacco Campaign included:
-Distributing quitting information and materials through community outreach programs;
-Training healthcare providers on how to provide counseling and support to patients who want to quit smoking;
-Launching a toll-free quitting hotline that provided counseling services to smokers who wanted to quit;
-Working with employers to create smoke-free workplaces;
-Implementing policies that prohibited smoking in public places.
3. Quit and win prize program
One of the most successful components of the No Tobacco Campaign was the quit and win prize program. This program offered smokers who quit smoking during the campaign period a chance to win prizes totaling more than one million dirhams (about US$272,000). The grand prize was a brand new car.
In addition to the quit and win prize program, other strategies used by the No Tobacco Campaign included:
-Distributing quitting information and materials through community outreach programs;
-Training healthcare providers on how to provide counseling and support to patients who want to quit smoking;
-Launching a toll-free quitting hotline that provided counseling services to smokers who wanted to quit;
-Working with employers to create smoke-free workplaces;
-Implementing policies that prohibited smoking in public places.
4. Green Crescent Insurance Company
Green Crescent Insurance Company is a leading provider of health insurance in the UAE. The company offers a wide range of health insurance plans that cover various medical expenses, such as hospitalization, outpatient treatment, prescription drugs, and maternity care. Green Crescent Insurance Company also offers a number of optional benefits, such as dental coverage and personal accident insurance.
Green Crescent Insurance Company is a strong supporter of the No Tobacco Campaign. In fact, the company launched its own quit smoking campaign called “Quit and Win” in 2007. The Quit and Win campaign offered smokers who quit smoking during the campaign period a chance to win prizes totaling more than one million dirhams (about US$272,000). The grand prize was a brand new car.
In addition to the quit and win prize program, other strategies used by the No Tobacco Campaign included:
-Distributing quitting information and materials through community outreach programs;
-Training healthcare providers on how to provide counseling and support to patients who want to quit smoking;
-Launching a toll-free quitting hotline that provided counseling services to smokers who wanted to quit;
-Working with employers to create smoke-free workplaces;
-Implementing policies that prohibited smoking in public places.
5. MOH and DHCC Exhealth Program
The Ministry of Health (MOH) and Dubai Healthcare City (DHCC) have teamed up to launch an important initiative called Exhealth. Exhealth is a 12-week program that helps people quit smoking. The program includes weekly group meetings, individual counseling sessions, and access to a quitting hotline. Participants in the Exhealth program also receive a free supply of nicotine replacement therapy (NRT) products, such as patches, gum, or lozenges.
The Exhealth program is offered at no cost to participants. It is open to all residents of Dubai, regardless of nationality or income level. To date, more than 1,500 people have participated in the Exhealth program.
In addition to the Exhealth program, other strategies used by the No Tobacco Campaign included:
-Distributing quitting information and materials through community outreach programs;
-Training healthcare providers on how to provide counseling and support to patients who want to quit smoking;
-Launching a toll-free quitting hotline that provided counseling services to smokers who wanted to quit;