In October 2014, Health Minister Nafsiah Mboi officially launched Indonesia’s first national tobacco control mass media campaign Panjaitan, featuring a throat cancer victim named Manat Panjaitan. This testimonial ad reinforced a new graphic cigarette pack warning showing a tracheotomy. The campaign aired on TV and in cinemas, reaching as many as 100,000,000 viewers in-country, while a YouTube video exceeded 90,000 global views in just 10 days after the campaign launched.
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