british american tobacco p.l.c. sustainability report 2009 - Russia's preventing smoking during pregnancy campaign


‘He doesn’t like it!’ campaign

After holding stakeholder dialogues with representatives of medical institutions in 2004-2005, British American Tobacco Russia committed to taking a leading role in an initiative to discourage pregnant women from smoking. As part of this initiative the company provided financial support to an independent NGO to develop a programme to tackle this problem.

The campaign featured a poster with the slogan ‘He doesn’t like it!’. It was piloted in St. Petersburg with posters in 59 gynaecological clinics in the city, followed by research among pregnant women to assess their impact.

Since 2005 the campaign has been run in nine cities, including Rostov-on-Don and Nizhniy Novgorod in 2009. The research found that, of those surveyed, 67 per cent of pregnant women in Rostov-on-Don and 54 per cent in Nizhniy Novgorod believed that the poster contributed to the reduction of smoking incidence during pregnancy.

After the project in Nizhniy Novgorod, the city authorities also funded the placing of posters in local medical institutions. The poster image has also been transferred to billboards in the city of Samara as part of the city’s public service advertising.

This is the only campaign dedicated to this issue in Russia, and it is encouraging that it remains in demand.