China TC FCTC Media Salon

8/10/2019 China TC FCTC Media Salon

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http://Global.TobaccoFreeKids.org

Organization: Tobacco Free Assembly

Country: ChinaTitle: Case Study: FCTC 10thAnniversary Salon

Date: November 2013


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http://Global.TobaccoFreeKids.org

Overview

Context

In order to use Chinas FCTC 10th anniversary as a reminder to push tobacco control in China

forward, the Tobacco Free Assembly launched the #support tobacco control in the next decade

hashtag.

Action

We called on people to repost Weibo content which explained why China signed the FCTC 10 years

ago. The Chinese government should have implemented the provisions of FCTC, especially the twomain policy objectives: 100% smoke-free environments and the TAPS Ban. Key opinion leaders were

invited to join in the topic discussion to help generate buzz.

Result

An event was held on November 10, 2013.

On November 18, the offline salon was held to echo the interactions on Weibo. Almost 40 guests

attended this event, including key opinion leaders, law experts, tobacco control experts and mediajournalists. Over 20 traditional news stories were generated after the salon.

Content with the campaign brand hashtag Support TC for the Next Decade generated over 450

likes, comments and/or shares from followers, making it the most popular content on the channel

to date.


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#support TC for next decade#China FCTC 10thanniversary salonCampaign for Tobacco-Free KidsNovember 2013


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Guests attended the salon

Almost 40 guests were invited to attend the salon,including 16 tobacco control experts, 16 media

journalists and 4 key opinion leaders.

TC Experts fromour grantees

Yang Gonghuan

Wu Yiqun

Wang Kean

Xu Guihua

Jiang Yuan

Huang Jinrong

Huang Jinrong

KOLs

Deng Fei

Li Yong

Liu Guiming

Cao Jiwei

Journalists

Guang Ming Daily

South weekly

Xin Hua newsagency

Ren Min.com

Sina.com

Sohu.com

.

Deng FeiHe is known for his

thoughts on public

interests, such as

fighting against child

smuggling and calling forfree lunch for children in

poor areas

Speaker on the SF panel

discussion

4 millionfollowerson Weibo

Li YongA famous history writer

and culture critic,

speaker on the SF panel

discussion

290,000 followers

Liu GuimingChief editor of the

magazine Democracy and

Legislation, speaker on the

TAPS Ban panel discussion

40 thousand followers

Cao JiweiA famous marketing expert.

His company has some

restrictions for public

speech, so he cannot be

speak during the panel

discussion.100,000followers


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Agenda and some photos

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All the guests reached a consensus

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Key opinion leaders showed their understanding of tobacco control. Some keyopinion leaders made a commitment to keep an eye on tobacco control, whileothers showed their interest in the topic and gave us many good suggestions on

strengthening the tobacco control voice.


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Guests showed advocacy boards at salonAdvocacy Boards

#smoke is not a dish# call for a country wide smoke-freelaw revise advertisement law ASAP bye-bye smoking, hello new habit

TC is the best choice for humanbeingsYou have the freedom to smoke, but

you can not smoke-free


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Guests signed advocacy boards on salon


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All the guests signed the board #support

TC for next decade#

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Pre-event social media activityWe launched FCTC 10thanniversary discussion as a pre-event activity at the end

of Oct., using the tag##(support tobacco control for the nextdecade). This topic generated some interesting comments from netizens.


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Pre-event social media activityWe posted 6 Weibo posts on this topic regularly before the salon.

204 posts in total108 comments in total


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Social Media activity during the event

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Nov 10 2013 was the FCTC 10thanniversary of the China FCTC.

We called on people to repost the content below.

The content explained why China signed FCTC 10 years ago and how the

Chinese government should have implemented the provisions of FCTC.


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We let people direct questions to key opinion leaders.

We collected about 15 questions from netizens and we brought these questions tothe salon.


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Because key opinion leaders are influential on Weibo, they not only answered the

questions in person but also interacted with @TFA. We noticed that the discussionpieces with the tag #support TC for next decade# generated 450 likes/commentswhich means it was the most popular topic on @TFA.

ByLiyon

g

ByLiuG

uiming


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Post-event activities We summarized the key points from the panel discussion and posted them on

Weibo. We also took photos and posted them on Weibo. We especially promoted photos

with key opinion leaders holding the advocacy boards.

SF panel discussion


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Post-event activities

TAPS Ban paneldiscussion

Documents

China TC FCTC Media Salon