M O 1

HOW TO SUPPORTU
L
2
POLICY
IMPLEMENTATION WITH
E

DIGITAL

Digital Advocacy Center

Training
GOALSOF TH I S T RA I N
ING

1 What is the implementation framework

for tobacco control policies?

2 What are the main roles that

people have in this process?

3 How can you be involved in

developing effective regulations?
4 How can civil society organizations coordinate
with the Government in this phase?
Framework for Effective Implementation
of Tobacco Control Policies
 G L O S S ARY
F S
IMPLEMENTATION:
The process of putting into effect the
provisions of a law.
COMPLIANCE:
Obedience to a law. This action results
from efforts to foster conformity with the
law, including enforcement and
education.
EDUCATION:
Methods to inform the public and
affected parties about the provisions of
O T E RM
ENFORCEMENT:
Action taken by a designated
authority to compel compliance with
the law; specifically, conducting
compliance inspections and imposing
penalties on violators.
MONITORING:
Assessing compliance with the law.
 P R I NC I P L E S TO
GUIDEIMPLEM
ENTATION

The public health goals of a tobacco While implementation varies by local

1 3
control law should serve as the context and issue, the process is a fairly
impetus for strong implementation. consistent across jurisdictions and
cultures.

The government and civil society The government and civil society must be
2 play important and complementary 4 steadfast in fending off tobacco industry
roles in achieving the goals of a efforts to block, weaken, or circumvent
tobacco control law. implementation.
 I MP L E ME NT A T I O N R O L E
S

The government has the primary

1
responsibility to put in place effective
strategies and programs to ensure full
implementation of tobacco control laws.

2
Civil society can assist the government with
implementation. This role may vary
depending on the capacity and political will
of the government. Civil society may be a
full partner in the process or may play a
more adversarial role to ensure the
government fully implements the law.
 DEVELOP A N D A D O PT
E FFE C TI V E RE G UL AT I
ONS

Identify essential elements of the law that require Expose and counter tobacco industry
1 5
strong regulations. interference in the regulatory process.

Map the process for the development of Engage the media to keep the public
2 regulations and the key decision- makers in the
6 informed and to pressure policymakers to
process. enact timely, effective regulations.

Advocate for and support an open process for Initiate litigation, if necessary, to force the
3 7
public input into the development of regulations. issuance of regulations.

4 Work with policymakers and legislation drafters

to draft strong regulations, and with other
advocates and policy champions to promote and
defend them.
 C I VI L S OC I E T Y OR G A N I Z
A T I ON S CO O R D I NA T E WITH GO
V E R NME NT

CSOs coordinate at all three stages with government

Educate

Civil Society can often take

tone/action/engagements that government can’t or
won’t to complement successful implementation:

o Tobacco industry accountability/anticipation of Assess Enforce

Tobacco industry arguments
o Pressure for rapid enforcement
o Reporting on government’s success/failures
 TA C TI C S FO R TH R E E
S TA G E S O F I M PL E M E
N TA TI O N

EDUCATE ENFORCE ASSESS

● Infographics; social content ● Crowdsourcing mobile apps ● Aggregation of compliance

● Retailer/Restaurant
outreach/partnerships (e.g.
restaurant week, contests)
● Offline campaign events
● Media reports/public polls
● Amplifying personal stories
● Key stakeholder engagement
or toll-free lines for reporting
violations/success stories
● Anecdotal storytelling of
high-profile successes
● Calling out non-compliant
stakeholders visibly
data into public formats
● Call to action campaigns for
specific government action to
boost compliance
● Thank you campaign to
support successful compliance
● Monitoring mechanisms to
strengthen or protect the law in
the policy space
 B E I J I NG S MO K E - F RE E C AS E
S T UDY : CA MP A I G N B A CK G R O
U ND

Beijing passed a law to go smoke-free by

June 1, 2015

Civil Society worked with government to

build awareness and public support for
successful implementation

Passed the law Took effect Anniversary

2014 Nov 28th June 1st 2015 June 1st 2016
 MA I N O B J E CT I V E S

Educate about implementation date and key provisions

of the law
GRASSTOPS
Decision Makers &
Key Opinion Traditional Media
Leaders
Social
Media EDUCATE,
Tactical ENFORCE,
Model ASSESS

Public Awareness Public Action

GRASSROOTS
 50 DAY C O UN T DO EVENT
WN O F B E FO R E TH E S E FFE C
L A W TO O K T

o Smoke-free o WNTD event

Beijing WeChat Celebrity Announce the Infographic celebrated Beijing
account launched posters results of launched and going smoke free
o No-smoking launch event gestures’ promotion o 6 giant No-
gestures competition smoking signs
competition hung up on the
launched Bird’s Nest

50 days 40 days 20 days 10 days WNTD

count down count down count down count 5.31
4.12 4.22 5.11 down
5.21
 E DUC AT E THE P
UB L I C SE C T O R

Sample Campaign Tactics

Infographics; social content
Retailer/Restaurant
outreach/partnerships (e.g.
restaurant week, contests)
Offline campaign events
Media reports/public polls
Amplifying personal stories
Key stakeholder engagement
Generating public awareness and
enthusiasm: Smokers and non-
smokers
Working with traditional media to
educate the public and private sector
Exposing and countering any misleading stories or
information generated by the tobacco industry
Mobilize key opinion leaders to
demonstrate support for the
campaign
 E DUC AT I O N AL T AC T I C : US E CELE
B R I T I E S ’ I NF L U E NCE TO MA K
BE IEJ I S
N MO
G K EA- F RE EF A S H I ON A BLE T OP
IC # RUF r e e

TFK and WHO jointly designed a series of celebrity

posters with hand painted backgrounds about
smoke-free environments

120,000 posters went to resident communities, metro stations and restaurants.

E D U C A TI O N A L TA C TI C S : C E L E B R I TY PO S TE
H O S T L A U NCH R T H E ME D I A
E V E NT WITH

▪ WHO and TFK launched posters

on 22nd April via an offline
event. Over 30 media outlets,
Beijing’s
governor and 5 celebrities
attended the event.

▪ The hashtag for this campaign

#RUFree# became the top
trending topic on social media.
Over 20 million viewers within
1 week.

▪ Celebrities used their own Weibo

accounts to publicize the posters.
 E D U CA T I O N A L TACTIC: C R E A T I VE
CONTENTTO H E L P P EO P L E REME
M B E RTH E MAIN
P R O VI S IO NS OF TH E LAW

Helped government to educate

about the primary provisions of the
law
7 organizations used the
infographic to generate their own
content regarding the Beijing
Smoking Control Law, 15
organizations reposte,d, including
2 celebrities
 E DUC AT I O N AL T AC T I C : T H UM B
S UP T O BE I J I N G F OR
BE I N G F I R S TT O BE
1 0 0 % S MO K E FREE IN
CH I NA

6 giant no-smoking signs hung up on

the Bird’s Nest, China’s national stadium.

The National Health and Family Planning

commission, Beijing Health and the Family
Planning Bureau together hosted the
event
On 2015 WNTD, WHO Director General Dr.
WHO was the supporting organization Margaret Chen gives a thumbs up to
Beijing.
 E NF O R CI NG CO MP L I A NCE
WI T H T H E L AW

Sample Campaign Tactics

Generating public awareness and advocacy
Crowdsourcing mobile apps or for stronger enforcement
toll-free lines for reporting
violations/success stories
Working with traditional media to publicize
Anecdotal storytelling of high- enforcement and compliance issues
profile successes

Calling out non-compliant Crowdsourcing complaints if the law is not

stakeholders visibly enforced/government needs assistance

Polling to gauge public support

 E NF O R CE ME NT T A CT I C: R A I S I NG
P E O P L E ’ S A W A R E N E SS O N THIS I
SSU E B Y SY M B O L I Z I N G
THE SMOKE F R EE L A W

I Care No Way Please Stop

Mobilized people to follow the Wechat account “Smoke Free Beijing” and a
voting contest for a no-smoking gesture, where the result was released one
month later. Over 3 million people voted for the gesture and all 3 gestures were
adopted.
 E NF O R CE ME NT : THE FI
R S T T H R EE W EEK S

The government released the 1

month result of the enforcement.
12320 Hotline received 665 calls, 152 of 2015
which were complaints June 1st

Mostly office buildings Tobacco argument: the law is July

complained on June 1st
useless.
On the first day, 146 venues warned, 55
smokers dissuaded, 1 individuals fined Aug- Sep
In the first 3 weeks, 3 venues fined, 5
persons fined

People would not comply with the Oct – Dec

law.
Smoking rate in restaurants dropped
from 38.1% to 14.8% in first two months
 MA I N O B J E CT I V E
S ( A FTE R
J U N E 1S T 20
15 )

2015
June 1st
To demonstrate public Mobilize the public and Acknowledge July
support and compliance to key industry sectors to residents complying
counter tobacco industry support the law with the law
arguments that the law is
unenforceable August

Sep – Dec
E NF O R CE ME NT T A CT I C: MA X I MI Z E P
O S I T I V E VOI C E S VI A S OC I A L M
EDIA P LA T F OR M

2015
Online video: Common people expressing their thanks to
smokers told a story that ended by saying, “thank you for June 1st
not smoking”. July

Human shaped bill boards were posted

Aug to Sep
Thank you for
NOT smoking!
Offline launch event to generate traditional media coverage
Oct – Dec
Thank you for not smoking,
you are awesome!
E NF O R CE ME NT T A CT I C: STRESS THE
H A R MS O F S E CO ND H A ND S MO K E ,
MO T I V A T I NG S MO K E R S B Y
R E S P E CT I NG , NO T S H A MI NG
2015
June 1st
July

Aug to Sep
Secondhand Smoke is harmful to
babies, do you have the heart to
make them cry? Oct – Dec
#RUFree phase 2 posters still used the
painting background, but the characters are
almost common people.
Theme1:harms of SHS
Theme2: Thank you for not smoking
Theme3: quit smoking
Theme4: No smoking gestures
 E N F O R C E M E N T T A C T I C : C O O P E R A T E WI T H P R I V A T
ES E C T OR F OR A S M OK E - F R E E L I F E S T Y L E , T H ANK I NG
P EO P L E F O R N O T S M O K IN G B Y G IV IN G T H EM IN C EN T IV E S

People are encouraged to initiate a smoke-free meal

through a Wechat game to invite 3 friends to join.
GET FREE MEALS OR COUPONS!

Occupy the seat to initiate a meal

Layout of Every dish on the table will show
the game the harms of SHS

1 2
Put finger on the
screen to promise to
comply with smoke
free law
3 4
When 4 seats are occupied, the
initiator will fill in his phone
number to be eligible for a free
meal

“Smoke-free Meals” Game

a winner sent her selfie
at her smoke-free meal 3,138 people who
participated initiated 886
smoke-free meals
 ENFORCEMENT TACTIC: A FT E R
A F E W M O N TH S , ENCO
UR A G E G OVE R NM E N T E FF O R T S
M OARNED P R EESS
NF UR
OER CF O R
EMENT

Posters were launched on 3rd Dec. to remind people about the

smoke free law in winter.

Launching an H5 webpage to promote the posters by reflecting that

a smoke free Beijing comes from the cooperation of government and
CSO and everyone.

After the launch event, the posters also went to residential

communities.
 MA I N O B J E CT I V E S (IN
B E F O RE 20 1 16 , Y E AR AN N I V ARS
THE ARY )

2015
June 1st

2016

Planned an event Demonstrate the Keep the

to keep smoke law is still effective momentum of Mar- Apr
free law by responding to Smoke Free
enforcement people's reporting Beijing to support May
visible on violation national smoke
free law. June 1st
 E NF O R CE ME NT T A CT I C: F I ND I
NG A S P E CI F I C E NF O R CE ME NT
LOOPHOLE
T O ST R E SS THE LAW

2015
Smoke Free China Football Super League campaign Background and June 1st
Opportunity:
郑州
北京
天津 沈阳 2016
1. Beijing has to take the lead to
上海 济南 广州 杭州 support other cities to be
100%smoke free city and call Mar- Apr
上海 长春 for a national smoke free law
延边
石家庄
May
秦皇岛 南京
2. Improve the
广州
重庆 enforcement loophole and
June 1st
expand the support
smoke-free football
matches
 #SF CS L CA MP A
IGN

Specify the Identify the Visualize the

approach to Select KOL to
audience online activity
mobilize them lead the buzz

Step1: Warm-up Online

smoke free slogan Step3: Follow
competition up promotion
17th Mar-8th April 10-22th April

Step2: Offline event

9th April
 A SSE SS COMPLI
ANCE

Sample Campaign Tactics

Documenting compliance issues and informing
Aggregation of compliance data enforcement agencies about where to target
into public formats
enforcement and public education resources
Call to action campaigns for
specific government action to Publicizing levels of public support for the law
boost compliance

Thank you campaign to support Documenting industry actions that

successful compliance interfere with implementation of the law

Monitoring mechanisms to
strengthen or protect the law in Documenting the health and social impacts of law
the policy space
 A SS E SS M E N T /E N F O R C E M E N T T AC
TIC:TRY TO F I ND A N E G A T I VE
EXAMPLE AND
C OO P E R A T E W I TH G OV ER NM E N T
AGENCY
2015
June 1st
Wen Zhang, a famous celebrity smoked in a hot-pot
restaurant. 2016

The supervisory center of Beijing took journalists to go to Mar-Apr

check the restaurant

At the same time, people discussed on social media,

May
BASH called for Wen Zhang to apologize for the
violation 2016
June 1st
Wen Zhang apologized on Weibo.
CR O W D S O U R CI NG I MP L E ME NT
ATION

Data goes directly to

government reporting agency
Catalogue Legal
Violations and
Successes Data is published to pressure
stronger government
response
E NF O R CE ME NT T A CT I C: NE W T E CH
NO L O G Y T O E N A BLE P U BLI C
R E P OR T I N G
 L E SSO N S L E A R N E
D

Government style CSO style Keep in mind the social media tactic
1 model, make sure you can cover every
Government CSO creative idea single element through your activities.
resource
Government action
+ CSO supervision
Be aware of CSO’s role. Make sure to fully
2 cooperate with government agencies, to
be their brain or their eyes and use a more
innovative and persuasive brand.
L E SS O N S L E A R N E
D

Make full use of celebrities, use positive

3 characters to promote the law, use
negative examples to stress the
authority of the law.

Timelines are important

4
Long term planning
Critical moments
Be prepared for rapid response
Be vigilant to identify the
5
opportunity that we can use
to support the new law
EX ER C I S E

Complete both the Roles/

Responsibilities worksheet as well
as fill in the Campaign Action Plan
for the Implementation phase.
Remember to refer to the
pertinent modules as mentioned in
the exercise. E.g.: Power Mapping
is Module 2.
NEXT You have now completed MODULE 12 of 12 of Track 1.
You have gone through the final module and are complete, or you
ST E P S can go back and finish any modules you have not yet completed.
: Module 0 is compulsory.

TRACK 1: MODULES STATUS

0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL COMPLETE
THANK

YOU