TAMIL NADU, India, November 2008 — PSI/India has partnered with the NGO Pasumai Thayagam to launch a robust campaign in support of a nationwide ban on smoking in public places, which came into effect Oct. 2, 2008.
Pasumai Thayagam (Green Mother Earth), an NGO funded by the Bloomberg Initiative for Anti-Tobacco Campaigns, collaborated with PSI on concept, theme and the development of materials, in addition to training interpersonal communicators and street theater artists.
The six month anti-smoking campaign aims to reach one million people, primarily through street theater, across four districts of Tamil Nadu.
Flagged by the governor of the state, the campaign commenced with a rally of ten vans, advertising anti-smoking messages. Street theater artists performed 20-minute skits with colorful costumes, traditional music and humor, followed by an IPC session to reinforce key messages.
Simultaneous street theater shows commenced across the city of Chennai. PSI/India plans to continue the anti-smoking activities as part of its larger efforts to help people develop the ability to combat lifestyle diseases and relationships with partners.