Campaign TAK NAK – “SAY NO”

Campaign TAK NAK was a nationwide media campaign launched in February 2004 by our former Prime Minister Tun Abdullah Ahmad Badawi in order to reduce the prevalence of smoking and smoking related morbidity and mortality. The campaign’s slogan “Every puff you take damages your body” was aimed at discouraging teenagers and women from starting to smoke and to encourage people to curb tobacco smoking. In 2004, the authorities are directing their focus towards young women smokers. This was because the rising number of young women smokers in the country was worrying (Tan, 2004).

The objectives of this campaign are to educate and create a new generation of Malaysians who would refuse smoking. It also prevents specific groups especially women and youths from starting the smoking habit and convince smokers to quit.

The TAK NAK information and attitude change efforts were communicated through multiple media channels including television, newspapers, magazines, radio, cinema billboards, and through collateral items such as t-shirts.

Below are examples of the various print media channels used (billboards, newspapers, magazines and posters) to disseminate health-related smoking messages to the public.

Messages included individual health warnings, collective or societal warnings and secondary health issues – such as wrinkles and poor looking teeth.

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These are rough statistics related to smoking in Malaysia :

• About half of all Malaysian men smoke.

• Every day about 50 teenagers below the age of 18 start smoking

• Studies show about 30% of adolescent boys (aged 12 to 18) smoke.

• Smoking among female teens is rising. According to two studies on teens conducted in 1996 and 1999, the numbers of female teens smoking rose from 4.8% to 8%. Overall, the 1999 study found nearly one in five teens smokes.

• Some studies have shown that lung cancer is rising at a rate of 17% a year.

• Smoking is estimated to have caused more than half a million coronary events.

• Smoking rates are highest in rural Kelantan and lowest in urban Penang and Sarawak.

• Although there are restrictions on advertising, tobacco companies have found ways to bypass these laws through using brand names and remain the top advertisers. Heavily advertised products include the Benson and Hedges bistro, Dunhill accessories, Marlboro clothing, Kent Horizon Tours and Salem Cool Planet concerts.

• Malaysia has been dubbed the “indirect advertising capital” of the world. Some of the tobacco industry’s most blatant efforts to target young people can be seen here.

• Spending on tobacco advertising is extremely high. In 1997, the industry spent about $90 million, while in the year 2000, two tobacco firms alone reportedly spent more than US$40 million.

• At least two tobacco companies were among the top 10 advertisers in recent years.

It is believed that cigarette advertisements by American Tobacco giants are one of the main causes as to why people continue smoking. Huge revenues are used on these advertisements.

Therefore, in line with the TakNak campaign, new regulations were drawn up to regulate the contents of cigarettes. Cigarettes cannot contain more than 1.5 mg of nicotine and 20 mg of tar per cigarette. It is illegal to make or sell cigarettes exceeding the maximum amounts.

Later on in 2008, the regulations on the packaging boxes of cigarettes were further revised.

	Regulations
Label	Set of six rotating pictorial health warning labels Cigarettes contain 4000 chemicals : ‘Produkinimengandungilebih 4000 bahankimiatermasuk tar, nikotina, dankarbonmonoksida yang membahayakankesihatan’ Prohibited sale to persons under age 18 years : ‘Dilarangjualkepada orang bawahumur 18 tahun’
Font	Health information and sales restrictions : Text printed in lettering of Arial font of not less than 8 points
Colour	Health information and sales restrictions : In a colour most conspicuous against the background of the cigarette pack

Set of six pictorial health warning labels implemented in Malaysia :

Taxes on tobacco products were also increased in effort to discourage smokers from smoking as prices of cigarettes would increase. Therefore, in 2007, excise tax duty was increased by 25%. As of 2010, tax constitutes about 54% of the retail price of popular brand cigarettes and these retail prices must get prior approval from the government. Cigarettes were also set at a minimum price of RM6.40 per pack and price promotion has been banned.

Besides that, smoke free public places and workplace was also implemented in conjunction with the effort of the TakNak campaign. In all places where smoking is prohibited, proprietors are required to post ‘No Smoking’ signs.

The table below shows the year of regulation and the various smoke free places.

Location	Regulation
	2004	2008	2010
Entertainment centres or theaters	√*	√*	√*
Hospitals and clinics	√*	√*	√*
Public lifts	√*	√*	√*
Public toilets	√*	√*	√*
Public transportation	√*	√*	√*
Air-conditioned eating places	p	p	p
Air-conditioned shops	√*	√*	√*
Public transport terminals	p	p	p
Airports	n	n	n
Government premises	√*	√*	√*
Places of public assembly	√*	√*	√*
Educational institutions	√*	√*	√*
Nurseries	√*	√*	√*
School buses	√*	√*	√*
Floor with service counters	√*	√*	√*
Shopping complexes	√*	√*	√*
Petrol stations	√*	√*	√*
Stadiums, sport complexes, fitness centres or gymnasiums	p	p	p
Religious institutions	√*	√*	√*
Libraries	√*	√*	√*
Internet cafes	√*	√*	√*
National service training centres		√*	√*
Air-conditioned workplaces			√*

Symbols :

√*    = “Designated no smoking” areas as provided under Regulation 11(1) Control of Tobacco Product Regulation (CTPR) 2004. Although these areas do not meet the WHO MPOWER definition of 100% Smoke Free as stated in the Global Tobacco Control Report, no approval for legally designated smoking areas has been granted for these locations.

p     = Partial ban – One-third of location designated as smoking area. (Legal provisions for smoking areas only dictate area sizes for restaurants, public transport terminals and open air stadiums.)

n      =     Partial ban – Designated smoking rooms are permitted.

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 This video was filmed to convince people to stop smoking. In this video, different races as well as different sexuality suffer from different diseases as a result of excessive smoking. Common diseases caused by smoking are lung cancer, mouth cancer, gangrene and other fatal diseases. What I would like to criticize about this video is that this video’s target audience is on teenagers. But the problem is that the video is not clear enough to convey the message across. It doesn’t have a clear introduction to the video which causes confusion at first. But the good thing about this video is that the meaning in the video is very good. Different scenes are filmed to bring out the message in the video, which is to stop people from smoking. In the last scene which features a young teenager, he eventually gave up the thought of smoking after being advice by his mother, who is a nurse working in a hospital. She has seen a lot of sad cases caused by smoking.

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 There are some “Tak Nak” Campaign that were held by other organisation, examples are shown below:

In 2009 SpencerAzizul Sdn Bhd was holding a Tak Nak Campaign (Anti-Smoking Campaign) TVC. The Ministry of Health (MOH) is taking a more tactical approach on its anti-smoking campaign this year.

Spencer Azizul Sdn Bhd, the advertising agency that was awarded the MOH’s “Tak Nak” account towards the end of last year, began the new year with the “I Quit” and “Aku Akan Berhenti” print, TV and radio ads. “That’s when people make their new year resolutions, and we wanted smokers to make quitting smoking as a resolution. The ads also told them what steps to take to stop smoking,” general manager Mohammed Iqbal tells StarBizWeek. The “Warning” ads, which only appear in print, show these photos that depict the real negative effects of the smoking. “MOH decided to stop being polite all the time and show that this is what smoking does to you and your family if you continue smoking,” Mohamed explains.

Another example is Hitz.fm, holding a “Tak Nak” Campaign which was brought to us by the Ministry of Health Malaysia. In order to stop people from smoking, Hitz.fm had proposed a new challenge called “ The 21-Day Challenge” which competitors have to abstain themselves from smoking for 21 days. Whoever succeded the challenge will have the rights to keep The Starter Pack consisting of a Nintendo Wii, a breathalyzer & 3-month's supply of Nicotine gums.