Partner: Campaign for Tobacco-Free Kids (CTFK)
Location: Zambia
In 2020, Zambian tobacco-related deaths per year reached 7,142. Despite being a signatory to the WHO Framework Convention on Tobacco Control (WHO FCTC), Zambia’s lack of a national tobacco control law and lax regulations have aided Big Tobacco’s recruitment of young smokers in the country. For more than a decade, Zambian tobacco control advocates have pushed for the passage of a new law with little gains due to the strength of the Tobacco industry in the country and the country’s vulnerable economy. CTFK engaged Gatefield to strengthen the capacity of tobacco control advocates in Zambia to effectively campaign for the passage of the draft tobacco bill by raising public awareness, enlisting critical voices, countering industry efforts, and increasing policymaker commitment through education and engagement.
Approach
Gatefield conducted a political economy analysis of the Tobacco Control landscape in Zambia to uncover the issues and relevant actors impacting the advocacy. Based on our understanding of the issues, we implemented a series of interventions to make the local advocates more active.
– Developed tools to help advocates analyse and map the issues
– Conducted a communications workshop to develop a new unified campaign plan and brand identity, key messages, communications assets, and a communications toolkit
– Trained advocates on campaigning tactics and strategies
– Mapped and engage pro-tobacco control influencers across the Zambian society
– Supported the development of a PSA articulating the campaign’s main demand
– Guided key advocacy activities including a public rally at the Zambian parliament
Outcomes
Tobacco Control in Zambia has gained traction. Advocacy activity has increased significantly, as has policymaker engagement and public support for the bill’s passage. The tobacco control movement in the country has been given the tools it needs to continue the advocacy campaign, thanks to the new brand identity, strong messaging, influencer engagement, and empowered advocates. This has resulted in increased public and policymaker support, which has blocked a tobacco industry effort to stymie the bill, putting it on a fast track to passage.
