Holy Smoke Cambodians Fight Tobacco

To start, we need to define the problem, the solution(s), and the audience we wish to reach. 1 While the overall problem is tobacco use, we can identify more specific problems: cigarette advertising, low taxes on tobacco products, lack of knowledge about tobacco products (and only vague warnings written in small print on the side of cigarette packs). The solutions would then be a ban on cigarette ads, higher taxes on all tobacco products, and better warnings. The audience we need to reach is the policymakers who can push for those changes. In addition, we may want to reach the general public, so that they will support the laws—and thus increase the chance that they are passed. Once the problem, solution, and audience are clear, we can begin to identify our media strategy. As our goal is not only to illustrate the problem, but also to point out the solution, we need to be sure that our message includes both. When planning activities suggested in the A to (almost) Z list, remember to include not only why we’re angry or what we are protesting, but also what we want the government to do. We will know how well we are succeeding when we gather the news coverage (see Appendix 5, How to Monitor the Media). We are interested not only in the quantity, but also the quality, of the news coverage. If the solution to the problem is not being mentioned, we need to work to increase attention to our recommendations. As we progress with our work, we can revise our sense of the problems and solutions, and thus rework our media strategy.