An eight-week media campaign highlighting the health hazards of smokeless tobacco (SLT) use was launched this week to raise public awareness about the dangers of SLT products.

The campaign, produced with support from Vital Strategies and funded by the government, will run on BTV for eight weeks. A 30-second video illustrates how smokeless tobacco endangers users’ health.

As part of this initiative, the government’s campaign titled “Smokeless Tobacco (SLT) Use” will be aired across various media. Social media platforms of Stop Tobacco Bangladesh (STB) will also create and share content through Facebook, YouTube, Twitter, LinkedIn, and Instagram to reach a younger audience.

The message of the campaign is very clear. This PSA aims to raise awareness about the harmful effects of tobacco and tobacco products such as jorda, bidi, and betel leaves. It presents a realistic scenario through multiple characters. Initially, an oral cancer patient sitting in a wheelchair is brought to the cancer hospital porch and speaks to the camera about her condition. The patient shares that she has been using jorda for 20 years, which resulted in oral cancer. Her life has become so painful that she cannot even drink water comfortably.

Next, a doctor is seen checking the patient’s report and he mentions that the use of tobacco products is a major cause of oral cancer and other tobacco related diseases in our country.

Following that, a relative of another patient sitting beside their loved one speaks to the camera, explaining that due to their relative's mouth cancer, they have faced severe financial loss and ultimately had to sell their house.

Finally, a voiceover states that it’s not just cigarettes but SLT products like jorda, gul, and tobacco leaves (sadapata) that are equally dangerous. The campaign ended with a call of action to ‘quit tobacco, today’. This awareness campaign highlights the strong statements of the victims about the harms of smokeless tobacco use.

Md Shafiqul Islam, Senior Consultant of Vital Strategies, said, “People are less aware of the harms of smokeless tobacco, which is why smokeless tobacco use is more common in rural communities, among illiterate and less educated people, and among the poor. Moreover, many people consider smokeless tobacco to be less harmful. But research has shown that SLT use is addictive and deadly like smoking. Therefore, pictorial health warnings on smokeless tobacco product packaging should cover at least 90% of the packaging space.”

Aminul Islam Sujon, Technical Adviser of Vital Strategies said, “In Bangladesh, prevalence of SLT use among women is higher than men. That is why the incidence of oral cancer is higher among women in Bangladesh. To reduce the use of smokeless tobacco, it is necessary to stop SLT selling without packets, stop sales everywhere, and for this purpose, amend the existing Tobacco Control Act by bringing sales centers under license.”