BANGALORE: World Lung Foundation (WLF) is supporting the Union Ministry of Health and Family Welfare, to launch a new mass media campaign that visually depicts the amount of tar that collects inside an average smoker’s lungs.
The nationwide campaign, called ‘Sponge’, is being aired across 40 TV and 28 radio channels till July 2009 in five languages – English, Hindi, Tamil, Gujarati and Bengali.
‘Sponge’, which was tested rigorously among focus groups in India, has already been utilised in tobacco control campaigns in a number of regions of the world with measurable impact. Its worldwide success is expected to be repeated in India.