A most potent weapon: Three case studies of media advocacy by the medical profession in the fight for tobacco control

Abstract

The Australian Medical Association is a professional organization representing more than 25 000 Australian doctors. One part of our work involves the promotion of public health, and a significant part of that is devoted to eliminating the incidence of death and sickness caused by the consumption of cigarettes. Governments are best placed to rates are double the national average. The poster features three top Australian football players all of whom are Aboriginal, and the poster was launched just before the grand final series, which involved all three players. The poster has been distributed throughout Aboriginal communities, schools, hospitals and prisons. Again, the media played a key role in promoting what has been a low-cost but very popular campaign. Significantly, the campaign has also helped put pressure on the Federal Government to develop a national smoking strategy for our indigenous population. That must be a priority for the Australian Government.