Why TFK

Tobacco Free Kerala; a coalition of like-minded organisations was formed to fight tobacco use in the State of Kerala – a State known for its favourable socio-economic indicators like high literacy,  life expectancy and a favourable sex ratio, to name some.

Coming specifically to the case of tobacco control, Kerala has led the country with its path-breaking High Court Judgement of 1999 that banned smoking in public places such as theatres, bars, restaurants and trains.  This was followed by the Kerala Prohibition of Smoking and Protection of Non-Smokers Health Bill, 2002 to provide for the prohibition of smoking in public places and in public service vehicles.

In 2008, Kottayam became the first district to be tobacco free. Kottayam is also the district that achieved highest literacy in 1991.

The year 2010 and the New Year have brought greater cheer in the fight against tobacco. In 2011, Ernakulam was declared as the first smoke-free tourist destination.

The Kerala Government also came out with an Order in 2011-2012 that bans the sale of pan masala and other addictive products within a radius of 400 metres of educational institutions. This is significant because the central legislation COTPA, 2003 provides a ban of 100 yards.

However, there are issues that confront us. Tobacco use is emerging as a significant health threat; 2.8 million face the threat of premature death, tobacco use causes over 40% of cancers in the State. Cancer is a major cause for worry and as many as 40,000 new cancer cases are diagnosed in a year. According to 2007 data, there were 24,000 annual deaths due to tobacco use in Kerala.

According to figures of Global Adult Tobacco Survey 2009-10 conducted under the coordination of MoHFW, 21.4% of adults use tobacco in any form in Kerala. 21.9% of males smoke cigarettes (10.5% adults), 10.3% males smoke bidis (4.9% adults), 13.1% of males and 8.5% females use smokeless tobacco (11% adults). Definitely, there is much work to be done.

And so was born the Tobacco Free Kerala coalition in the third week of November 2011. The members of the coalition are Health Action by People, Regional Cancer Centre, Malabar Cancer Centre, Voice of Tobacco Victims, Kerala Voluntary Health Services and MD-Niche Media Consultants. MD-Niche is the media-sensitisation arm of the coalition.

The coalition and the campaign was formally launched on 21 December 2011.