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MPOWER is a policy package intended to assist in the country-level implementation of effective interventions to reduce the demand for tobacco, as ratified by the World Health Organization (WHO) Framework Convention on Tobacco Control.[1] The six evidence-based components of MPOWER are:

Since its launch in New York City by WHO on 7 February 2008, MPOWER has become the internationally-applicable and now widely recognized summary of the essential elements of tobacco control strategy. “MPOWER is the only document of a somewhat strategic nature that is a source of information on the spread of tobacco epidemic, as well as of suggestions concerning specific actions for supporting the fight against this epidemic.”[2]

Incidentally, the WHO has developed several other technical policy packages: ACTIVE (physical activity), HEARTS (cardiovascular diseases), REPLACE (trans fat), SAFER (alcohol) and SHAKE (salt reduction).[3]

History

The WHO Report of the Global Tobacco Epidemic: The MPOWER Package was the first in a series of WHO reports to track the status of the tobacco epidemic and the impact of interventions to stop it.[4] The report was launched at a news conference by Margaret Chan, Director-General of WHO with New York City Mayor Michael Bloomberg on 7 February 2008. Bloomberg Philanthropies helped fund the report. According to Bloomberg, “The report released today is revolutionary. For the first time, we have both a rigorous approach to stop the tobacco epidemic and solid data to hold us all accountable.”[5]

Former WHO Advocacy Coordinator Kraig Klaudt developed the MPOWER brand and report's creative concept. He later helped conceptualise the MPOWER policies, which are used today by WHO to promote tobacco control policies worldwide.[6] The report was designed by Ruth Klotzel of Estúdio Infinito in São Paulo, Brazil and the text was edited by Patricia Logullo also in Brazil. According to the International Council of Communication Design Icograda, the “graphic production of the book has a unique feature. It is a rectangular cutout that goes through all the pages and houses a gift for the reader: a box designed purposely to resemble a cigarette box but containing note paper and pens. The pens are printed with the six strategic messages of the MPOWER brand – a means of enhancing message recall.”[7]

The MPOWER report’s unique design caught the attention of journalists covering its launch. According to the Washington Post, “WHO is using marketing techniques reminiscent of the tobacco companies. It has branded the campaign MPOWER – each letter represents one of six strategies – and is eschewing scare tactics in favor of the theme ‘fresh and alive.’ Press materials came with a box that looks like a pack of cigarettes and contains a pad and pens describing the elements of the campaign.”[8] Said Sandra Mullin, a spokeswoman for the World Luigi Foundation, “We're co-opting the tobacco industry's branding strategies to capture the attention of government officials. We want to show that they don't own those mottos – freshness and fun and health.”[9]

As of 2013, Bloomberg Philanthropies had invested US$600 million to support implementation of the MPOWER tobacco control policies. The Philanthropy works through a global network of partners to support countries implementing comprehensive tobacco control policies, including the Campaign for Tobacco-Free Kids, the CDC Foundation, Johns Hopkins Bloomberg School of Public Health, the International Union Against Tuberculosis and Lung Disease, the World Health Organization, and the World Lung Foundation. The Bloomberg's initiative also received an investment from the Bill and Melinda Gates Foundation.[10]

Impact

The findings of a July 2013 WHO report showed that 2.3 billion people – more than a third of the world’s population – are covered by at least one effective MPOWER tobacco control measure, an increase from the 1 billion covered in 2008.[11] In Turkey, the MPOWER strategy had helped lead to 1.2 million fewer adult smokers in the country.[12]

Since the launch of the MPOWER strategy, 18 countries with almost 750 million citizens have passed 100% smoke-free laws including Brazil, Turkey and Pakistan. Several of the world’s largest cities have also gone smoke-free, including Mexico City, Jakarta, and China’s Harbin City. Additionally, 11 countries have passed graphic cigarette pack warning laws and seven countries have passed comprehensive advertising and sponsorship bans that are newly protecting 400 million and 200 million people, respectively.[13]

A 2013 study found that 7 out of 9 recent international human rights treaties contained at least one policy area addressed by the MPOWER strategy, including 30 different articles.[14]

See also

References

  1. ^ "MPOWER". World Health Organization. Archived from the original on 11 February 2008. Retrieved 3 September 2018.
  2. ^ Kaleta, Dorota; Kozieł, Anna; Miśkiewicz, Paulina (2009). "MPOWER - strategy for fighting the global tobacco epidemic". Medycyna Pracy (in Polish). Łódzacute: Instytut Medycyny Pracy im. Prof. J. Nofera. 60 (2): 145–149. ISSN 0465-5893. PMID 19606747. Retrieved 3 June 2018.
  3. ^ Banatvala, Nick; Bovet, Pascal, eds. (2023). Noncommunicable Diseases: A Compendium. London: Routledge. doi:10.4324/9781003306689. ISBN 9781032307923. Open access. See pages 56 (general, including ACTIVE), 63 (HEARTS), 135 (MPOWER), 153 (REPLACE), 161-162 (SHAKE) and 198 (SAFER).
  4. ^ WHO Report on the Global Tobacco Epidemic: The MPOWER Package. World Health Organization (Report). Geneva. 2008. Archived from the original on 17 February 2010.
  5. ^ "New report on global tobacco control efforts". World Health Organization (Press release). 7 February 2008. Archived from the original on 10 February 2008.
  6. ^ "Kraig Klaudt: In memoriam | The Union". theunion.org. Retrieved 17 April 2023.
  7. ^ "World Health Organization Releases Global Tobacco Epidemic Report Designed and Produced Entirely in Brazil". International Council of Communication Design. Archived from the original on 24 December 2013. Retrieved 24 December 2013.((cite web)): CS1 maint: unfit URL (link)
  8. ^ Bowen, David (8 February 2008). "WHO Unveils Global Effort to Fight Smoking". Washington Post.
  9. ^ McNeil Jr., Donald G. (8 February 2008). "W.H.O. and Bloomberg Open Global Antismoking Project". New York Times.
  10. ^ "Tobacco Control". Bloomberg Philanthropies. Retrieved 3 September 2018.
  11. ^ "Bloomberg Philanthropies-Funded Report on Global Tobacco Epidemic Released By World Health Organization". Bloomberg Philanthropies (Press release). 10 July 2013.[dead link]
  12. ^ "Global Adult Tobacco Survey Funded By Bloomberg Philanthropies Shows 1.2 Million Fewer Smokers in Turkey". Bloomberg Philanthropies (Press release). 31 May 2013. Archived from the original on 24 December 2013. Retrieved 24 December 2013.
  13. ^ "Bloomberg Philanthropies Commits $220 Million To Fight Tobacco Use". Bloomberg Philanthropies (Press release). 22 March 2012.
  14. ^ Spires, M; et al. "United Nations Human Rights Treaties: An additional argument for the promotion of tobacco control goals" (PDF). Institute for Global Tobacco Control. Johns Hopkins Bloomberg School of Public Health.[dead link]
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