title: Developing antitobacco mass media campaign messages in a low-resource setting: experience from the Kingdom of Tonga.
abstract: Tobacco use has become the leading cause of preventable death in Tonga, a small island nation in the South Pacific. One pragmatic and economical strategy to address this worrying trend is to adapt effective antitobacco mass media materials developed in high-income countries for local audiences. Using Tonga as an example, this paper shares the practical steps involved in adapting antitobacco campaign materials for local audiences with minimal resources, a limited budget and without the need for an external production team. The Tongan experience underscores the importance of an adaptation process that draws from evidence-based best-practice models and engages local and regional stakeholders to ensure that campaign materials are tailored to the local context and are embedded within a mix of antitobacco strategies.
authors.affiliation: Ministry of Health, Nuku'alofa, Tonga.
authors.forename: C
authors.initials: C
authors.lastname: Sugden
authors.affiliation: Sydney School of Public Health and the Charles Perkins Centre, The University of Sydney, Sydney, New South Wales, Australia.
authors.forename: P
authors.initials: P
authors.lastname: Phongsavan
authors.affiliation: Ministry of Health, Nuku'alofa, Tonga.
authors.forename: S
authors.initials: S
authors.lastname: Gloede
authors.affiliation: Tonga Health Promotion Foundation, Nuku'alofa, Tonga.
authors.forename: S
authors.initials: S
authors.lastname: Filiai
authors.affiliation: Tonga Health Promotion Foundation, Nuku'alofa, Tonga.
authors.forename: V O
authors.initials: VO
authors.lastname: Tongamana
mesh_terms: D058015:Health Communication / Q000379:methods; D006293:Health Promotion / Q000379:methods; D006801:Humans; D008402:Mass Media; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000379:methods*; D000074606:Smoking Prevention; D064424:Tobacco Use / Q000453:epidemiology / Q000517:prevention & control*; D014058:Tonga
keywords: Advertising and Promotion; Cessation; Low/Middle income country; Media; Social marketing