The World Health Organization (WHO) released a notable report in July of 2019, which shed light on the global tobacco epidemic. The document is the seventh in a series that monitors the current status of the tobacco epidemic while exploring interventions to combat it. This particular edition placed significant emphasis on the ‘mCessation’ programme and other initiatives implemented by India to help smokers quit.
According to this WHO report, India stands as the second-largest consumer of tobacco products worldwide. The country has over 200 million smokeless tobacco users and an overall figure of 276 million tobacco consumers. The data further reveals the effectiveness of the mCessation programme in terms of not only health enhancement but also outreach and offering support to numerous tobacco users who aspire to quit.
About mCessation Programme
Launched in 2016, the mCessation programme is an India-based initiative that makes use of mobile technology for tobacco cessation. Its uniqueness lies in its use of text messages being dispatched between the individual intending to quit the usage of tobacco and programme specialists who provide dynamic support.
The implementation of the programme was carried out by the National Tobacco Control Programme and Union Ministry of Health and Family Welfare, with the backbone support from WHO and International Telecommunication Union’s ‘Be He@lthy, Be mobile’ initiative.
Understanding ‘Be He@lthy, Be Mobile’ Initiative
The ‘Be He@lthy, Be Mobile’ initiative emphasizes the versatility and accessibility of mobile phones to tackle non-communicable disease (NCD) risk factors. This is achieved by enlightening individuals to make healthy lifestyle choices. Further, the initiative strengthens the healthcare system through the provision of training to medical personnel.
Tobacco users who wish to quit are required to register by giving a missed call to a dedicated national number. The progress of the programme is then tracked in real-time through an online dashboard that records the number of registrations.
Effectiveness and Success of mCessation Programme
| Total Registered Users | Average Quitting Rate |
|---|---|
| 2.1 million | 7% |
So far, the programme has recorded over 2.1 million self-registered users. Upon evaluation, the expanse of this initiative was proved as it had an average quitting rate of 7% for both smokers and users of smokeless tobacco six months after enrolment.
mCessation’s Inclusion in Primary Health Care Level Advice
The government released the second version of the “mTobaccoCessation” platform recently. This updated resource can relay content via SMS or interactive voice responses in 12 languages. The platform insists that mCessation should be included in PHC (Primary Health Care) level advice to maximise its reach.
Implementation of Graphic Warning on Tobacco Packs in India
Since 2007, the Union Health Ministry in India has been pushing for stronger graphic health warnings on tobacco packets. The success of this movement has been mixed, yet significant. The WHO report highlights that over half of the world’s population residing in 91 countries, approximately 3.9 billion people, benefit from comprehensive graphic health warnings. India is listed among the countries with the highest level of achievement concerning this effort.
Although there lacks an India-specific evaluation, research from several countries that have introduced similar strong labels have shown these policies’ effectiveness in reducing tobacco use, especially among young people.
