Introduction:
Vital Strategies has been supporting the government of China on national and subnational tobacco control mass media campaigns since 2008, when the 29th Olympic Games were held in Beijing. From the first campaign of Smoke Free Olympics, more than 40 Vital Strategies-supported evidence-based campaigns have been conducted to support passage or implementation of smoke free policies and other MPOWER efforts. In collaboration with Tobacco Control Office of China CDC, China’s first-ever national “Voice of Tobacco Victims” mass media campaign was launched in end 2018 and re-launched around WNTD 2019 through China Central Television, provincial satellite TVs and social media to support national tobacco control policies advocacy.

Objectives:
China first ever Voice of Victim campaign aimed to increase the public awareness on the harm of smoking, so as to support the national government's effort on national smoke free legislation.

Methods:
The victim campaign was developed based on a rigorous scientific message testing to ensure the effectiveness among the target audience. And the campaign used an integrated media strategy by combining mass media, earned media, social media, and new digital media.

Results:
According to Nielsen’s data, the one-month China first Voice of Victim campaign reached around 600 million population through CCTV, supported by impressive social media effort.

Conclusion(s):
Experience from China First Voice of Victim Campaign could help the central and local governments in China develop strategic media communication to support smokefree and other tobacco control initiatives, as well as providing a useful reference for other countries in the Asia Pacific region. Key experiences:
• Looking for and identify appropriate victims through partners like CDC, hospital, doctors, etc.
• Pre-testing campaign materials to ensure effectiveness of PSAs in communicating with target audiences;
• Implementing strategic media planning: integrating traditional mass media, earned media, new media and social media with community resources;
• Balancing media censorship and hard-hitting public service advertisements (PSAs).