Quiz 6.
Case Study: Co-Creating a Harm Reduction Communication Campaign in Country X
The Ministry of Health in Country X has noticed that smoking prevalence remains high among young adult men, especially in peri-urban areas. Traditional tobacco control campaigns have focused on abstinence-only messages such as “Quit or Die”, which have had limited impact.
In response, a local NGO called HealthBridge proposes a new initiative, “Safe Choices, Stronger Lives”, to introduce THR messaging in a way that is culturally appropriate and community-driven. The NGO aims to promote awareness of safer nicotine products like e-cigarettes and nicotine pouches as less harmful alternatives for people who smoke unable or unwilling to quit.
Rather than designing the campaign internally, the team decides to co-create the project with community stakeholders. They invite local health workers, faith leaders, young people who smoke, women’s groups, and small business owners to a series of workshops. These participants help shape campaign messages, select outreach channels, and advise on tone and imagery.
During consultations, several key issues emerge. Many participants express mistrust of new nicotine products, confusing them with unregulated drugs. Others worry that promoting THR could “encourage smoking.” The group debates how to frame messages to reduce fear while maintaining public credibility. A youth representative suggests using social media and street art to share testimonies of people who smoke who have switched successfully. Meanwhile, faith leaders recommend using messages about family health and responsibility, aligning with local values.
After six weeks of collaboration, the final campaign combines science-based education with cultural storytelling. It features short community videos, posters in local markets, and radio interviews with doctors and people who formerly smoked. All materials are tested for clarity and cultural fit before launch.
What was the main advantage of co-creating the “Safe Choices, Stronger Lives” campaign with local stakeholders?
It saved time and avoided the need for consultation
It ensured the campaign reflected local values and built community ownership
Co-creation makes communication more relevant and trusted by involving communities in message design. This approach increases local ownership and ensures materials align with cultural norms.
It guaranteed immediate government approval
It reduced the cost of producing educational materials
Which group’s involvement helped make the campaign more culturally resonant and credible?
Only international THR experts
Tobacco company representatives
Faith leaders and community health workers
In LMIC contexts, trusted community figures such as faith leaders and health workers can lend credibility and moral legitimacy to THR messages, increasing acceptance and impact.
University researchers from abroad
Why did the team decide to include youth participants in the design process?
To test new nicotine products on young people
To gain insights into effective communication channels and peer influence
Involving young adults ensured that communication tools such as social media and street art reflected the ways target audiences actually receive information. Youth perspectives enhanced message relevance and reach.
Because youth were easier to convince than adults
To comply with donor funding requirements
When participants expressed confusion and mistrust about safer nicotine products, what communication principle was most important?
Avoiding any discussion of nicotine to prevent controversy
Addressing misinformation transparently and using clear, evidence-based explanations
Effective THR communication must clarify misconceptions with honesty and accessible language, fostering trust rather than fear or judgment
Emphasising moral condemnation of smoking behaviour
Using complex scientific terminology to appear authoritative
What key lesson does this case illustrate about advancing THR communication in LMICs?
Imported campaign models are usually more effective
Collaborative, locally grounded communication is essential for trust and sustainability
Even the best evidence cannot succeed without cultural resonance and local legitimacy. Co-creation ensures THR communication respects community values and builds long-term credibility.
THR education should only target policymakers
Scientific accuracy alone guarantees public acceptance