Tobacco use is the leading cause of preventable death in the world, on track to kill more than 1 billion people in the 21st century. The largest impact by far will be in low- and middle-income countries (LMICs).
One essential way for countries to combat tobacco is through high-reach, effective campaigns on media platforms that reach large populations such as television and radio, and, increasingly, mobile and social media.
This paper looks at how countries can sustainably fund campaigns.