Tobacco Control Case Study: Indonesia

Vital Strategies has been collaborating with Indonesia’s Ministry of Health on media campaigns since 2014. But to date, the ministry has spent only a mere fraction compared to the tobacco industry’s Goliath promotional budget.

Over the last five years, Vital Strategies and local advocates have collaborated to find innovative ways to counter the tobacco industry’s huge marketing campaigns. The Vital team continues to initiate campaigns combining creative flair, community engagement, as well as social and earned media. It takes a powerful medium to fight against a behemoth and in the case of Vital’s campaigns, the drawing board has taken the form of walls, houses, bridges, rivers, mini-buses, even the sea floor