Tobacco Control Mass Communication in China

This chapter describes the model, the network and the main features of mass communications of tobacco control in China since 2006, when the “Framework Convention on Tobacco Control” (FCTC) came into effect in China. It also introduces the implementation and influences of tobacco control activities in China through 9 case studies of representative tobacco control communication events. These case studies include campaigns such as “I want to tell you, because I love you” and “giving cigarettes is giving harm” that are promoting the knowledge of harms of tobacco use, attempting to change the social norms. It also includes important media events regarding tobacco control policy change and legislations that help the public to comprehend tobacco control policies of FCTC, as well as its implementation in China—for example, the WNTD events, the communication activities of Beijing tobacco control legislation, and the release of “Tobacco Control and China’s Future”, a critical report that evaluate the FCTC implementation in China during the past 5 years. Communication events such as “Tobacco Academicians” and “Dirty Ashtray Award” are also highlighted because its critical effect of disclose the tobacco industry’s interferences with China’s tobacco control movement.