Tobacco is a public-health catastrophe of almost unimaginable proportion in Asia. China alone counts a million deaths due to tobacco-related causes each year – forty times the number that die of AIDS.

Media campaigns have proven highly effective in reducing tobacco use among Western countries, and we are currently working to develop media campaigns in China. Our first small step was a campaign timed to coincide with Beijing’s Smoke-Free Olympics and designed to tap into the national pride and excitement associated with the Games.