Background and challenges to implementation:
The 2017 World No Tobacco Day (WNTD) theme was "Tobacco - a threat for development" because of the numerous damages that tobacco consumption and production causes to people, the environment, the individual and global economy.

Intervention or response:
The Cancer Foundation (CF) adopted the theme and developed a one-week communication strategy with posts on social media Facebook, Instagram and Twitter. There were six-diary post accompanied by explanatory text addressing the damages related to the image of the day. An infographic was developed that in a synthetic way approached several aspects of the WNTD theme.
The campaign was also shared with partner institutions of the CF by email marketing.



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Results and lessons learnt:
The CF Facebook´s profile has more than 260k followers and the campaign reached more than 22.3k during the week, without any financial boost. the post with the longest reach was the infographic with more than 6.6k and 234 reactions, followed by the post of May 31 WNTD, with 5.6k and 228 reactions and May 29´s with 3.3k and 144 reactions. On Instagram and Twitter, the range was lower. Another great campaign adopted by the institution is the UICC World Cancer Day and some posts were boosted, reaching up to 81k followers. However, unpaid campaign posts ranged from 2.5K to 5.5K, similar to the reach of the 2017 WNTD adopted by CF.

Conclusions and key recommendations:
The tobacco control campaign of 2017 was well received and had a similar scope when compared to other Foundation campaigns. The comments were satisfactory and the content elaborated could be used for other occasions during the year. However, boosting the posts would give a much greater scope to action and this will be reevaluated next year. By the way, this campaign is also timeless and can be used on other dates related to tobacco control.