Lobbying Against Lung

Cancer

By: Nariesa Hussain, Syed Mahamad, Heather McDonald, Marck Mercado, Erin Nolan, Maurran Rajalingam, & Isabella Romano

#BreatheWrite

Lung Cancer in Canada

Percent Distribution of Estimated New Cancer Cases

in Canada

Relative Survival Ratios (RSRs) for the Common

Cancers in Canada

Why Smokers as a Target Population?

Total Number of Cancer Cases in Ontario Attributable to Smoking

Multiple Studies Conclude that Smoking Cessation Decreases Risk

of Lung Cancer● Parsons, Daley, Begh, & Aveyard

o “…the estimated number of deaths prevented is larger than would be expected from reduction of cardiorespiratory deaths after smoking cessation, so most of the mortality gain is likely to be due to reduced cancer progression.”

● Wakai et al.o “Stopping smoking earlier in life appears preferable to keep the individual risk low.”

● Crispo et al.o “…for long-term smokers, giving up smoking in middle age avoids most of the subsequent risk of lung

cancer, and that lung cancer mortality in European men over the next three decades will be determined by the extent to which current smokers can successfully quit smoking.”

● Godtfredsen, Prescott, & Oslero “Among individuals who smoke 15 or more cigarettes per day, smoking reduction by 50% significantly

reduces the risk of lung cancer.”

● Schane et al.o “Cessation is the only known primary therapy that can significantly reduce the risk of cancer and

obstructive lung disease.”

● Wong, Seow, Koh, Shankar, Lee, & Yuo “Reduction in lung cancer incidence with smoking cessation in Asian populations is substantial and can

be observed within a few years after quitting.”

Supporting Theory: The Marketing Mix

The Marketing Mix

4 P’s (+2):1. Product

2. Price

3. Place

4. Promotion

5. Position

6. Politics

Product Price

PositionPlace

Promotion

Politics

Proposed Intervention

1.Increased Taxation● Increase tobacco tax by 8%● Total revenue: $1.4 billion

2. Plain Packaging

1. Improve effectiveness of health warnings2. Reduce misconceptions about relative

harmfulness3. Reduce overall appeal of cigarettes

Supporting theory:● Priming● Normative Social

Influence

3. Warning LabelsCurrentProposed Changes

Current Proposed

75% of front and back 100% of front, 80% of back

Picture and text Picture and text

Specific health effect Specific health effect

Resources to aid in quitting Resources to aid in quitting

Labels rotated every 2 years

Supporting theory:● Elaboration Likelihood Model● Protection Motivation Theory

4. Subsidized Drugs● Nicotine Replacement Therapies (NRTs)

○ Increase quit rates 50-100%● Prescription smoking cessation drugs

○ 2-3X the odds of quitting● Funding from increased tobacco

taxationSupporting theory:● Health Belief

Model

Support from the Public

#BreatheWrite

Estimated Costs Expenses Cost

Website Host $350

Website Developer $2,000

Printing $1,800

Online Advertising $2,500

Evaluation of Lobbying $0

Total Required Funding$6,650

EvaluationCampaign:

● Track petition downloads● Track hashtag use● Track site hits● Track supporting organizations

Intervention:● Tobacco sale rates● Use of tobacco cessation drugs● Changes in lung cancer incidence

Change Packaging

5-Year Plan

Year 1 Year 2 Year 3

Campaign,Petition,Lobby

Taxation

Subsidize Smoking Cessation Drugs

Evaluation of Intervention

Year 4 Year 5 Future

Goals1. Decrease smoking rates through lobbying.2. Decrease lung cancer rates through primary

prevention.

Thank You!

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