Supporting Endgame Strategy in Tobacco Control

Abstract

Background and context: Finland has set itself the goal of ending the use of tobacco and other nicotine products by 2030. This would mean that <5% of the adult population would use tobacco and nicotine products daily. This goal has been set out in the Tobacco Act (2016). To help realize the goal, a working group appointed by the Ministry of Social Affairs and Health proposed 31 May 2018 a roadmap of measures. How does the Cancer Society of Finland best support these actions? Aim: Tobacco control is at the core focus of cancer prevention. The Cancer Society's strategic purpose is beating cancer. Strategy/Tactics: The Cancer Society of Finland supports advocacy work for tobacco- and nicotine-free Finland 2030 within several networks. The society has identified its strategic position in tobacco-control activities. Both its strategy and its communications need to be responsive and flexible. When creating awareness on societal level of cancer burden, we must not forget the role of the tobacco industry. Analyzing tobacco industry arguments and use of media is part of our strategic planning. Because tobacco industry strategies are global, the arguments it deploys can be anticipated. In Europe, third-party strategies and criticism toward regulation are among the usual industry tactics and are well documented. Program/Policy process: Tobacco-control legislation in Finland has been well received. One role for NGOs like the Cancer Society is to create critical awareness of industry tactics, especially among stakeholders, in the media, and in decision-making. Article 5.3. of the WHO Framework Convention on Tobacco Control needs better implementation and guidelines in Finland. Outcomes: Collaborative networks both nationally, regionally and globally are bases of tobacco control advocacy. Engaging the cancer community in tobacco control is a unique role for cancer societies. What was learned: 1. Experience sharing within network structures nationally and on the Nordic, European and global level is essential for effective advocacy. 2. In the field of communication analysis of industry arguments can spur effective media strategies to support tobacco control.