Mrs Vinoda Pitchamootoo VythelingamFocal Point for Tobacco Control

Health Information Education and Communication OfficerMinistry of Health and Quality of Life

Mauritius

Situation Analysis High prevalence of NCDs (diabetes,

hypertension and cardiovascular diseases

50% death due to heart diseasesHigh prevalence of male adult smoking:

40% High prevalence of youth smoking (13-15

yrs) : 13.7% High exposure to tobacco smoke: 45.6%

Health warning on package of cigarette (PHA 1999)

One text-based message: “GOVERNMENT WARNING: Smoking causes

cancer, heart disease and bronchitis’ side of the pack No requirement regarding font, background,

colour , etc Warning : NOT NOTICEABLE (blending

background)

Topics retained1. Addiction2. Heart disease3. Lung cancer4. Mouth cancer5. Stroke6. Second hand smoke7. Impotence8. Death

Total area to be covered by phw Front display area : 60% Back display area: 70%

2 side text messages ‘Le tabac tue’ ‘Tobacco kills’ Total surface area: 65%Language: English & French

Steps in developing pictorial health warningsContracted specialised advertising agency

NOT AFFILIATION WITH THE TOBACCO INDUSTRY

Tasks: conception and design of health warningsTechnical input from Ministry of HealthArrange for taking of photographs (Health

system)Resizing of the health warnings (package)

IssuesBe culture sensitiveSecure written consent of people which

appeared in the PHWsIn case of children under the age of 18

yrs, consents of both parents are neededOwnership of the photographs Proper coordination between the Ministry

and the State Law Office

Pre-testing of health warnings

Pre-testing by the Ministry of Health (targeted audience, scientific approach) Bring necessary amendments to the

PHWs 2nd pre-testing exercise Finalise the health warnings Approval of Ministry of Health

Promulgation of the FCTC-compliant legislation

Prescribed the text messages Prescribed the pictorial health messages Surface to be occupied Evenly distributed in tobacco consignment

when imported* Template as approved by the Minister Date of enforcement Phase out period*

Evaluation of PHWsInternational Tobacco Control (ITC) Mauritius

National ReportsPre-wave 1: (before implementation of phw) :Text-only warning : limited effectiveness

Wave 2: Dramatic increases in smokers’ awareness of health warnings (10-11 mths post-implementation)

Wave 3: DECLINE IN EFFECTIVENESS (20-21 mths post–implementation)

NEED TO RENEW PHW (>24 mths)

StrengthGreat political commitment and political

will of the Government of Mauritius

Weakness

Lack of competency in interpreting legislative text (loopholes)

ChallengesTobacco industry interference

Delaying tactics of the TI

To illustrate/obtain photograph of specific disease like mouth cancer

To get testimonials from local people

In progress . . . .

Development of new set of pictorial health warnings

Considering to implement plain packaging

- Text messages finalised

- Procurement stage

- Implementation: May 2013

Thank you