Indigenous language as a tool for MPOWER component 4
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TaBHealth Initiative, Nigeria
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A755
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KEYWORDS
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ABSTRACT
Background:
Over
the last decade, tobacco use in Nigeria has been on the increase due the growth
of illicit trade of tobacco products and a lack of political will to enact and
enforce comprehensive tobacco control laws. The numerical increase in tobacco
users can be attributed to a low understanding of its health risks regardless
of the health warnings on cigarette packs.
Methods:
Though there is paucity of data on mass media
campaigns to warn about the dangers of tobacco, observational research revealed
the existence of billboards along some highways in rural Nigeria. This paper attempts
to highlight the use of mass media such as billboards and buses as an education
tool for component 4 of MPOWER which seeks to warn about the dangers of
tobacco.
Results:
The billboards depicting the consequences of
tobacco use are positioned in regions of low literacy levels hence its message
is not understood. 65% of respondents aged 14-42 in these regions do not understand
the message of the billboards while 35% knew the 'No smoking' symbol but not the
words. Almost all the respondents could read the words of a political aspirant
as it was written in their local language. Only about 13% of the respondents believed
that smoking was a good habit. 75% percent of the respondents aged 14-30 admitted
to not continuing tobacco use into their old age but had no idea how to quit.
Conclusions:
It will be beneficial that mass media tobacco
control warnings are written and broadcast in the native languages of the target
audience to boost its impact. Billboards, Automobiles and walls should be utilized
as tools for education and behavior change communication in rural regions of
Nigeria and Africa. This will accelerate the objective of the implementation of
the Nigerian Tobacco Control Law.