SMOKING BOSSES SHOWN THE DOOR - 2009

Objective:

To study the actions individuals would take if they found someone smoking around them

Methodology:

Sample Size - 1912

• Males- 1358
• Females- 554
  
• Age group - 18 – 40 years
  

Location:

KalaGhoda Festival, Mumbai.

Target Group:

All the visitors between the age of 18-45 who visit Kala Ghoda Festival.

Key Findings

Tobacco users
18%  were users of some kind of tobacco product
82% did not use tobacco at all

Attitude of people towards smoking
60% people surveyed were bothered about the smoke around them
40% were not worried about the smoke

Awareness of people about the menace of tobacco
85% were  aware of the ills of Tobacco
15%  were not aware of the ills of tobacco

When confronted with different situation the following were the reactions of people –

If a Boss or a senior was smoking around them
43% would clearly ask him/her to smoke elsewhere
26%  would feel awkward asking him/her to leave
28% would not take any action
3% would  join in the act

If a Friend was smoking near them
51%  ask him/her to leave the room
28%  would not take any action
16%  would feel awkward saying anything
5%  would join them in the act

If an elder in the family would smoke near kids
52% would ask him to stop or move away
19%  would not be comfortable saying anything
28%  would  say nothing at all and take no action
2% would see this as an opportunity and  join in

If a Volunteer /parent responsible for a bunch of kids on a outing had someone lighting up near the kids
58% would ask him to leave the place immediately
13% would feel awkward  to say anything
26% would take no action at all
2% would join in

While watching a movie, if a child sees a smoker and begins to emulate him then   
70% would sit down and explain the ills of using tobacco  to the kid
7%  would feel awkward saying anything
20% would not do anything
2% would just laugh at the child act

Conclusion:

4 out of 5 Mumbaikars are aware of the ills of tobacco
3 out of 5 are extremely worried about tobacco smoke around them
4 out of 5 are not using any form of tobacco

An unbelievable 43% said that they would ask their boss or senior to go and smoke elsewhere. Half of them would also ask their best friend to move out if they smoked in a closed room. 52% did not hesitate to even request an elder to not smoke when children are around.

A complete ban on smoking and selling of tobacco products anywhere around children and educating kids about this menace found a resonance in the study.

The survey clearly indicates that with increased awareness, Mumbaikars are becoming less tolerant of second hand smoke. It is no longer awkward for them to ask others to not smoke around them.



I WILL NEVER MARRY A SMOKER - 2008

Objectives:

To study the  attitude of Mumbai youth towards smoking and use of tobacco for themselves and their partners/spouse

Methodology:

In Conclusion

a. Mumbai youth seem to have a strong preference not to date a smoker

b. They also seem to have a strong preference to not marry smokers.

c. A significant number of youth are uncomfortable in the company of smokers.

d. In spite of the level of awareness of the health implications, youngsters are driven to smoking largely because of peer pressure. They also believe that it helps reduce stress and tension.



SMOKESCREEN – 2007

Objectives:

Study the impact of celebrities smoking on the  movie screen

Methodology:

Key Findings and Conclusions:

• It was seen that almost 66% of the children are heavily exposed to movies with heavy smoking scenes.
• Their favorite actor was Salman Khan followed by Shahrukh Khan both of whom are smokers and their favorite actress is Rani Mukherjee who has been shown smoking in films like ‘Bunty Aur Babli.'
• When the children were asked about specific movies with heavy smoking scenes in them, 85% of the children had seen most of these movies.
•  Over 65% of the children felt that Shahrukh Khan look cool in Swades and they wanted to be like him.
• When asked whether Shahrukh Khan had been portrayed with bad habits, 54% of the children were not able to point out that he had been shown smoking in the movie.
  

Conclusion:

• Children are heavily exposed to movies with smoking scenes.
• This only points out that the concept of a hero is a person who smokes.
• They find smoking to be an integral part of the movie and do not see it as a habit that should not be taken up.
  
  

Recommendation:

Strong action must be taken to ban the smoking scenes from the film without any exception especially because of the fact that they are extensively watched by the children.



TOBACCO: ATTITUDES AND PERCEPTION IN MUMBAI CHILDREN - 2005

Objective:

To study children’s attitude and perception on Tobacco.

Methodology:

Key Findings:

• 40 % of parents of children surveyed consumed tobacco.
• 45 % of the youngsters believed that tobacco consumption allows them to have more friends.
• 22% under the age of 18 admit to have been offered tobacco.
• Almost 40% under the age of 18 have bought tobacco for someone else.
• 55% did not know about any health warnings on the tobacco product.
• Less that 10% could actually recall the health warning on the label of these products.
  

Conclusions:

• It is a matter of great concern that parents use tobacco regularly.
• It leads to more social acceptability and children consider it acceptable as their role models are indulging in this habit.
• Using tobacco was seen as a “friend keeper”. This is possibly due to the imagery that media, advertising, fashion and films create for these children that tobacco makes you cool.
  

Methodology :

Key findings:

When asked to recall slogans of any tobacco company or brand…
71% recalled Manikchand – Oonche log, oonchi pasand
12% recalled Goa – Yahan bhi Khilate hain, wahan bhi, Goa No 1
2% recalled Sanket
0.4% recalled Shimla
15% recalled other brands


When asked to associate slogans with brands
63% could not associate the slogan while 37% could

Products recalled were

When asked to recall an advertisement of any tobacco products