M O D U L E 1 2

HOW TO SUPPORT POLICY

IMPLEMENTATION WITH
DIGITAL

Digital Advocacy Center Training

G O A L S O F T H I S T R AI N I N G

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
 GLOSSARY OF TERMS

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 a
law to stimulate compliance.
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.
 PRINCIPLES TO GUIDE
IMPLEMENTATION

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

1 3 context and issue, the process is a fairly
control law should serve as the
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.
 IMPLEMENTATION ROLES

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 AND ADOPT EFFECTIVE
REGULATIONS

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 public input into the development of regulations.
7 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.
 CIVIL SOCIETY ORGANIZATIONS
COORDINATE WITH GOVERNMENT

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
 TACTICS FOR THREE STAGE
S OF IMPLEMENTATION
EDUCATE ENFORCE
● Infographics; social content ● Crowdsourcing mobile apps or
toll-free lines for reporting
● Retailer/Restaurant violations/success stories
outreach/partnerships (e.g.
restaurant week, contests) ● Anecdotal storytelling of
high-profile successes
● Offline campaign events
● Calling out non-compliant
● Media reports/public polls
stakeholders visibly
● Amplifying personal stories
● Key stakeholder engagement
ASSESS
● Aggregation of compliance
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
 BEIJING SMOKE-FREE CASE STUDY:
CAMPAIGN BACKGROUND

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 June 1st
2015 2016
 MAIN OBJECTIVES

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 COUNTDOWN OF EVENTS
BEFORE THE LAW TOOK EFFECT

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 down 5.31
4.12 4.22 5.11 5.21
 EDUCATE THE PUBLIC
SECTOR

Sample Campaign Tactics

Generating public awareness and
Infographics; social content enthusiasm: Smokers and non-smokers

Retailer/Restaurant Working with traditional media to

outreach/partnerships (e.g.
restaurant week, contests) educate the public and private sector

Offline campaign events Exposing and countering any misleading stories or

information generated by the tobacco industry
Media reports/public polls

Amplifying personal stories

Mobilize key opinion leaders to
demonstrate support for the
Key stakeholder engagement campaign
 E D U C A T I O N A L T A C T I C : U S E C E L E B R IT I E S ’
INFLUENCE TO MAKE SMOKE-FREE
B E I J I N G A FAS H I O NAB L E T O P I C # R U F 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.

EDUCAT IONAL T ACT ICS: HOST CE LEB RIT Y POST ER
L A U N C H E V E N T W I T H T H E M E D IA

 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.
 EDUCATIONAL TACTIC: CREATIVE CONTENT
TO HELP PEOPLE REMEMBER THE MAIN
PROVISIONS OF THE 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 D U C A T I O N A LT A C T I C : THUMBS UP TO
BEIJINGFOR BEING FIRST TO BE 100%
SMOKE FREE IN CHINA

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.
 ENFORCING COMPLIANCE
WITH THE LAW

Sample Campaign Tactics

Crowdsourcing mobile apps or
toll-free lines for reporting
violations/success stories
Anecdotal storytelling of high-
profile successes
Calling out non-compliant
stakeholders visibly
Generating public awareness and advocacy
for stronger enforcement
Working with traditional media to publicize
enforcement and compliance issues
Crowdsourcing complaints if the law is not
enforced/government needs assistance

Polling to gauge public support

 ENFORCEMENT TACTIC: RAISING PEOPLE’S
AWARENESS ON THIS ISSUE BY SYMBOLIZING
THE SMOKE FREE LAW

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.
 ENFORCEMENT: THE FIRST
THREE WEEKS

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
 MAIN OBJECTIVES
(AFTER
JUNE 1ST 2015)

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 N F O R C E M E N T T A C T I C :M A X I M I Z E POSITIVE
VOICES VIA SOCIAL MEDIA PLATFORM

2015
Online video: Common people expressing their thanks to June 1st
smokers told a story that ended by saying, “thank you for
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!
ENFORCEMENT TACTIC: STRESS THE HARMS OF
SECOND HAND SMOKE, MOTIVATING SMOKERS
BY RESPECTING, NOT SHAMING

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
 ENFORCEMENT TACTIC: COOPERATE WITH PRIVATE
S E CTO R F O R A S M O KE - F R E E LI F E STYLE , THA N K I N G
PEOPLE FOR NOT SMOKING BY GIVING THEM INCENTIVES

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
3,138 people who
at her smoke-free meal
participated initiated 886
smoke-free meals
 ENFORCEMENTTACTIC: AFTER A FEW
MONTHS, ENCOURAGE GOVERNMENT
EFFORTS AND PRESSURE FOR
MORE ENFORCEMENT

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.
 MAIN OBJECTIVES (IN 2016,
B E F O R E T H E 1 Y EA R A N N I VA R SA RY )

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
 ENFORCEMENT TACTIC: FINDING A
SPECIFIC ENFORCEMENT LOOPHOLE
TO STRESS THE LAW

2015
Smoke Free China Football Super League campaign Background and June 1st
Opportunity:
北京
2016
郑州 天津 沈阳
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
广州 秦皇岛 南京 2. Improve the enforcement
重庆
loophole and expand the
June 1st
support smoke-free football
matches
 #SF CSL CAMPAIGN

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
 ASSESS COMPLIANCE

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 Publicizing levels of public support for the law
specific government action to
boost compliance
Documenting industry actions that
Thank you campaign to support interfere with implementation of the law
successful compliance

Monitoring mechanisms to Documenting the health and social impacts of law

strengthen or protect the law in
the policy space
 ASSESSMENT/ENFORCEMENT TACTIC: T
RY TO FIND A NEGATIVE EXAMPLE AND
COOPERATE WITH GOVERNMENT 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.
CROWDSOURCING IMPLEMENTATION

Data goes directly to government

reporting agency
Catalogue Legal
Violations and
Successes Data is published to pressure
stronger government response
E N F O R C E M E N T TAC T I C : N E W T E C H N O LO G Y
T O E NAB L E P U B L I C R E P O RT I N G
 L E S S O N S LEAR N E D

Government style CSO style Keep in mind the social media tactic
1 model, make sure you can cover every
Government resource CSO creative idea single element through your activities.

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 S S O N S LEAR 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
EXERCISE

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.
 You have now completed MODULE 12 of 12 of Track 1.
NEXT STEPS You have gone through the final module and are complete, or you 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