1 Death is Inevitable, So Why Bother With Tobacco Control?.
Ethical Issues and Tobacco Control.
2 The Place of Advocacy in Tobacco Control.
3 The News on Smoking.
4 Dead Customers are Unprofitable Customers: Potential and Pitfalls in Harm Reduction and Product Regulation.
5 Accelerating Smoking Cessation and Prevention in Whole Communities.
6 The Denormalisation of Smoking.
7 Vector Control: Controlling the Tobacco Industry and its Promotions.
8 Making Smoking History: How Low Can We Go?.
Part II An A–Z of Tobacco Control Advocacy Strategy.
Ten basic questions for planning advocacy strategy.
AN A–Z OF STRATEGY.
Advertising in advocacy.
Analogies, metaphors, similes and word pictures.
Be there! The first rule of advocacy.
Divide and rule.
Inside and outside the tent.
Jargon and ghetto language.
Know your opposition.
Learning from other campaigners.
Letters to politicians.
Letters to the editor.
Media cannibalism (or how media feed off each other).
Media releases (press releases).
Meeting with the tobacco industry.
Networks and coalitions.
Op-ed opinion page access.
Pictures and graphics.
Private sector alliances.
Publicising others’ research.
Reporters and journalists.
Slow news days.
Talkback (access) radio.
Targeting or narrowcasting.
Wolves in sheep’s clothing
"This important text explores what needs to be done globally for effective tobacco control in the early decades of the 21st century."
- Internationally renowned author
- Includes an A-Z of advocacy strategy
- Contains case studies