Defeating Smoking
The deadly grip of smoking, right from the initial, experimental puffs to the full blown habit of never being at ease without a cigarette clipped between the lips, is impossible to shake off without a high level of determination, and often, professional help. Blessed are those who never start, for they do not burn a hole in their pockets, nor run the risk of contracting a plethora of dreaded diseases, cancer being just one.
A hard-hitting campaign to offset the feeling of machismo of a young novitiate with the grim and gruesome image of hollowed out skull-bones could keep a lot of youngsters off the habit, and compel many a confirmed smoker to kick the addiction, but the government agencies concerned do not pursue the idea to its full potential, perhaps out of respect for the billions of rupees earned from the sale of cigarettes.
Given the hundreds of thousands of smoking related deaths every year in the country, one would have expected the government to launch a war on the scourge on every possible front – the ban of smoking in public places is a good step, but incorrigible smokers will find their secluded refuge anywhere to have their surreptitious puff . It is these die-hard acolytes who have to be won over to an alternative lifestyle which does not require them to put their health and wealth at risk. It is a psychological battle with long-held notions that has to be won, and health companies, which are at the forefront of enumerating the evils of smoking, could do their bit by devising antidotes that could help “victims” reduce their dependence on the lethal puff. Even the ban on smoking in public places needs to be enforced with a zeal rivaling that of a crusade if the non-smoking public is to be spared the toxic effects of inhaling carcinogenic fumes.
The cost of preventive measures, including the admittedly expensive ant-smoking publicity campaign and medical antidotes to the curse, should be offset with the cost to the nation in terms of dealing with the deadly diseases spawned by smoking. The figures of the liability in financial terms have not been communicated forcefully enough if at all such a study has been conducted in the country. The facts on this count could persuade policy makers and planners to devote adequate funding to the various aspects of the anti-smoking drive.
Of particular use could be generating a stigma against smoking through all means possible to make the act unattractive to youngsters, large numbers of whom are falling into the habit by the day. The menace has to be tackled using the same techniques as for promoting a product, only the corporate wagon has to run in reverse in this case. A beginning could be made by highlighting the blessedness of good health and the limitless possibilities of a healthy person, and juxtaposing it with the severe limitations of a victim stricken by smoking related diseases. Ad gurus could go a bit further by identifying non-smokers with those most successful with the fairer gender, and smokers among unsatisfying performers. By portraying the smoker as the one who loses the race for the damsel because of his unattractive habit, a large dent could be made in the incidence of smoking. If it really sets its mind to it, the media can turn non-smoking into a fashion statement, one that comes without a hefty bill. The prettiest damsel in this case could go to the hunk who has never touched a cigarette in his life. If the dream-sellers could conjure up feminine disapproval for the habit, it would act as a powerful disincentive to those inclined to grab a pack just to impress the ladies. But the question is: Will the ad world play? The article is an editorial from KO's archives as was originally published on Jun 12, 2010