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Mass media campaigns within reach: effective efforts with limited resources in Russia's capital city
  1. Rebecca Perl1,
  2. Ludmila Stebenkova2,
  3. Irina Morozova1,
  4. Nandita Murukutla1,
  5. Veronika Kochetova2,
  6. Alexey Kotov1,
  7. Tatiana Voylokova3,
  8. Julia Baskakova3
  1. 1World Lung Foundation, New York, New York, USA
  2. 2Moscow City Duma Health Committee, Moscow, Russian Federation
  3. 3Russia Public Opinion Research Centre (VCIOM), Moscow, Russian Federation
  1. Correspondence to Rebecca Perl, World Lung Foundation, 61 Broadway, Suite 2800, New York, NY 10006, USA; rperl{at}


Mass media campaigns, while often expensive, are proven, cost-effective interventions and should not be considered out-of-reach, especially where governments have some sway over media markets, where large media discounts are possible or where other novel strategies can be employed.

  • Advertising and promotion
  • advocacy
  • harm reduction
  • public policy

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  • Funding The campaign described was funded with seed money from the World Lung Foundation (Rebecca Perl, Irina Morozova, Nandita Murukutla, Alexey Kotov) via a grant to the Civil Initiative, a NGO affiliated with the Moscow Duma Health Health Committee (Ludmila Stebenkova, Veronika Kochetova). Russian Public Opinion Research Center (VCIOM) (Tatiana Voylokova and Julia Bakakova) received payment from World Lung Foundation for conducting the impact evaluation study described in this paper.

  • Provenance and peer review Not commissioned; externally peer reviewed.