Evaluating tobacco control activities: experiences and guiding principles

Has eighteen chapters presented in four parts. Chapters in the first part introduce and explain the main principles, concepts and methods of evaluation as these pertain to the problems facing tobacco control programmes. While warning readers that evaluation is a difficult and exacting science, the author explains how the simplified methods described in the book - and tried and tested in many different settings - can bring the tools of evaluation within the reach of programme staff at all levels. Against this background, chapters in the second part offer advice on nine economic measures and restrictions, focused on health protection, that have been used to decrease tobacco consumption. Measures covered include calculations of the impact of tobacco production and use on national economies; subsidies, taxes and individual economic incentives; restrictions on tar and nicotine content; age restrictions; bans on advertising and sponsorship; health warnings; and smoking prohibitions in public places, work environments, and health services. Information ranges from examples of successful crop substitution, through ways of determining whether low tar and nicotine cigarettes encourage women to smoke, to advice on inexpensive methods for measuring the impact of bans on the sale of tobacco products to minors. Chapters in the third part provide information for five health promotion measures involving advocacy, information and education. These include use of the mass media, education in schools, community interventions, smoking cessation programmes, and the use of health personnel as educators. The final part offers advice on how to use legislation, including litigation, and evaluate its effectiveness.