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Developing antitobacco mass media campaign messages in a low-resource setting: experience from the Kingdom of Tonga
  1. C Sugden1,
  2. P Phongsavan2,
  3. S Gloede1,
  4. S Filiai3,
  5. V O Tongamana3
  1. 1Ministry of Health, Nuku'alofa, Tonga
  2. 2Sydney School of Public Health and the Charles Perkins Centre, The University of Sydney, Sydney, New South Wales, Australia
  3. 3Tonga Health Promotion Foundation, Nuku'alofa, Tonga
  1. Correspondence to C Sugden, Ministry of Health, Nuku'alofa, Tonga; camsugden{at}


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.

  • Media
  • Low/Middle income country
  • Advertising and Promotion
  • Social marketing
  • Cessation

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