BACKGROUND AND IMPLEMENTATION CHALLENGES: The tobacco industry continues to target children and adolescents through aggressive marketing strategies, contributing to rising tobacco use in the Indian subcontinent. Despite existing regulations, the industry's influence remains pervasive, undermining efforts to protect young people from addiction. This persistent challenge is exacerbated by the normalization of tobacco use in society and the inadequacy of current preventive measures. Strengthening policies and collective action is crucial to shield children from the harmful effects of tobacco industry interference.
INTERVENTION OR RESPONSE: The Resource Centre for Tobacco Control (RCTC) at PGIMER Chandigarh spearheaded key initiatives, including educational campaigns, policy advocacy, community outreach, research projects, slogan competitions, counseling sessions, and radio talks. This effort was led by the AIIMS Consortium for Tobacco Control and the Consortium for Medical Colleges for a Tobacco-Free India, involving 14 AIIMS institutions and 22 medical colleges, aiming to promote a tobacco-free future.
RESULTS AND IMPACT: A total of 132 activities were organized, engaging over 5,000 individuals, including the general public, students, faculty, and patients. These efforts successfully raised awareness about the dangers of tobacco use, encouraged behavior and social change, and promoted policies to prevent tobacco industry interference in public health. The collaboration has significantly advanced the goal of a tobacco-free future across India.
CONCLUSIONS: This study highlights the critical role of collaborative efforts in advancing tobacco control in India. Through the unity of the AIIMS Consortium for Tobacco Control and the Consortium for Medical Colleges for a Tobacco-Free India, this initiative effectively mobilized leading medical institutions across the country. Their collective actions, spanning research, policy advocacy, and community outreach, underscore the importance of such partnerships in driving meaningful change and achieving a tobacco-free future for India.