CECHE’s new Tobacco Control Communications Program in S. India was launched on September 14, 2004 in partnership with Roshni--an NGO in Chennai, South India. The program is based in Pattur, a village near Chennai, with a population of some 2000 families and whose main source of income derives from rolling tobacco leaves to make beedis for smoking. The village population is heavily engaged in making beedis and has a high prevalence of beedi smoking, even among young children. The primary goal of this project is to create an awareness of the health hazards of smoking among the village population and to train selected members of the population, especially women, in skills suitable for non-tobacco trades. Roshni and CECHE are jointly supporting this two-year effort, which will be followed by evaluation of impact of anti-tobacco activities.

Training And Communications Program

Program plans include formation of self help groups, introducing micro credit schemes, non-formal education, vocational training, health and hygiene classes and camps, and income generating skills.

The program is employing both print and electronic media. Principal approaches and activities are outlined below:

• With the help of self-help groups, perform street plays, skits, and group songs on health hazards of smoking.
• Conduct poster, dramatic and project competitions on the hazards of tobacco.
• Print health monitoring cards, and make use of other media and communication technology on tobacco control campaigns.
• Set up a clinic and a hygiene centre, conduct medical and health camps that perform periodic follow up.
• Set up a counselling facility in the health centre for conducting counselling sessions among the beedi makers and smokers.
• Increasingly engage more groups in the community in tobacco control campaigns.
• Enhance vocational training and job searches and placements and wean away people from tobacco rolling.
• Arrange nutrition and hygiene sessions with demonstrations on cooking healthy food.
• Participate in WHO’s biannual QUIT and WIN campaign.
• Adopt science-based methods for treating tobacco dependence.

Evaluation Of Impact And Anticipated Results

The project will assess the impact of the educational and training activities on smoking cessation among beedi smokers as well as on the increase in non-tobacco trades among those originally engaged in rolling tobacco leaves. Descriptive analysis will be used to evaluate the project’s external validity and to determine the public’s response to the project activities. The impact of pamphlets and other educational materials on the hazards of smoking will be assessed through random interviews and discussions with residents. Periodic health check ups at the health centre associated with medical and health camps and periodic follow ups will help to assess the degree of awareness created among the beedi smokers. The number of people who have received anti-smoking counselling and those who have quit smoking would be anticipated to increase. This health promotion programme to help people quit smoking and to take up non-smoking trades would be anticipated to lead to substantial health and economic benefits among the village population. Developing and identifying an effective smoking cessation training activities programme for the people of Pattur will contribute to the reduction of beedi smoking- related morbidity and mortality in South India.

Roshni is a non-profit organization operating in several villages in South India. One of Roshni’s first training centres was established 12 years ago at Pattur. Roshni also conducts tailoring classes at Pattur and enables the women to get diplomas in tailoring and jobs in the garment industry.