The tobacco epidemic is one of the biggest public health threats the world has ever faced. Mass media campaigns, graphic
warnings and alternative crop options for tobacco growers can help stop
or reduce the estimated 800,000-900,000 tobacco-attributable deaths per
year in India, experts say. According to Global Adult
Tobacco Survey (GATS) - India 2010, tobacco use is a major preventable
cause of death and disease and is responsible 1 in 10 death among adults
worldwide. Approximately 5.5 million people die around the world every
year - with India accounting for nearly a fifth of this.
Shekhar Salkar, general secretary of National Organisation for Tobacco
Eradication (NOTE)-India said: "Everyday, almost 2,500 people die in
India due to consumption of tobacco and smoking. Many people even suffer
from
asthma and
bronchitis, other than
cancer and
heart attacks."
According to WHO findings, hard-hitting anti-tobacco advertisements and
graphic pack warnings, especially those that include pictures, have
reduced the number of children who begin
smoking and increased the number of smokers who quit in many countries.
In India, the average age of starting tobacco use is before 15 years, according to the GATS - India 2010 report.
Bhavna Mukhopadhyay, executive director at Voluntary Health Association
of India, said "glamorisation of smoking" impacts young people, but
counter messages during smoking scenes in films help in discouraging
people.
It is believed that if celebrities are shown smoking,
it influences impressionable minds. To counter that, a new law mandating
a disclaimer about the evils of tobacco use has to be flashed while
showing smoking scenes in films or on television.
To make disclaimers more efffecitve, Salkar felt they need to be more creative and innovative.
"A brief interview of those who were addicted to tobacco or cigarettes
should be shown instead of the same old images," Salkar said.
For instance, filmmakers can attach clippings of celebrities talking
about the harmful effects of tobacco with their films, he added.
Different people have different reasons to smoke. There is a segment of
young smokers who resort to cigarettes to de-stress themselves. For
such smokers, medical aid is the best option.
"Some students
like to smoke so that they can study all night, some do it due to failed
relationships or bad results. Smoking is not the answer. They need to
take medical help or exercise, do yoga and relax the mind," Salkar said.
Food habits can also help to a certain extent in preventing smoking.
Annapurna Agrawal, nutritionist at Snap Fitness India, put it
interestingly, saying the solution is "sitting in the refrigerator".
Drink milk or eat carrots before smoking, she advised.
Explaining why, she said: "When these are taken before smoking, a bitter
taste develops, which can discourage people from smoking."
Also, if fruits rich in
Vitamin C like lemons, oranges and amla are consumed in large quantity, it reduces the urge to smoke, Agrawal added.
The other way to do it is by eating salty items like pickles and chips.
Mukhopadhyay felt that more than anything, it is about "self-determination" and "family support".
Various kind of anti-tobacco campaigns, methods and schemes are underway, but Salkar thought the
government needed to take better steps.
"The government needs to convince farmers to not grow tobacco. They
should be given incentives for growing other crops. This should be done
gradually otherwise there will be a rise in farmer suicides," he said.
It seems that every government body is doing its bit.
Health & Family Welfare Minister
Ghulam Nabi Azad
has said that while the livelihoods of tobacco growers cannot be
endangered, there is need to work toward moving farmers and farm workers
out of the tobacco industry.
"We cannot indefinitely tolerate a
public health hazard in the name of protecting livelihoods," the
minister said after releasing GATS - India 2010.
Later the Food
Safety and Standards Authority of India (FSSAI), the apex body to
ensure food quality in the country, under its Food Safety and Standards
(Prohibition and Restrictions on Sales) Regulations, 2011 restricted the
use of products that contain any substance that may be injurious to
health.
Its immediate effect was when
Madhya Pradesh banned gutka and pan masala. Kerala, Mizoram, Gujarat,
Bihar, Rajasthan, Maharashtra, Haryana,
Chhattisgarh,
Jharkhand and Delhi soon followed and most recent to join the list is
Tamil Nadu.
Another area that needs to be focused on is establishing more and more
economical rehabilitation centers to help addicts. Right now, the rehab
centres and
medications are few and far between and expensive.