India – Tobacco Control – Tobacco Is Eating Your Baby Alive (Marathai)

The campaign, “Tobacco Is Eating Your Baby Alive,” uses graphic imagery to highlight that exposure to tobacco smoke can cause Sudden Infant Death Syndrome (SIDS), crippling asthma, painful ear infection, pneumonia and low birth weight among new-borns. The campaign has been adapted especially for Maharashtra in Marathi language. It describes how smoking around children causes them to be exposed to the thousands of poisonous chemicals in SHS, like cyanide and carbon monoxide, that cause serious health problems. The PSA urges cigarette and bidi smokers to quit smoking to protect themselves and their loved ones from the harms of tobacco. A research study found that “Tobacco Is Eating Your Baby Alive” was highly effective in changing attitudes about the harms of SHS and increasing intention to quit among Indian audiences.