Strategies for engaging communities, leaders, and policymakers

In many low- and middle-income countries (LMICs), tobacco harm reduction (THR) communication is led not by governments but by locally based researchers, health professionals, advocates, journalists, and community practitioners supported through initiatives such as the Tobacco Harm Reduction Scholarship Programme (THRSP). These actors work within their own communities to translate global THR evidence into locally relevant messages and actions.

THR communication therefore works in multiple directions, not only from governments “down” to the public. Much of the impact comes from sideways engagement with people who smoke, families, and peers, and upward engagement with policymakers and regulators. For example, THRSP scholars have written blogs and opinion pieces, produced policy briefs, engaged the media, and participated in closed-door meetings to present THR as a practical, low-cost way to reduce smoking-related harm rather than as a political or ideological issue.

At community level, communication is often driven by grassroots activity. THRSP scholars and their partners have used social media campaigns, WhatsApp groups, community radio, podcasts, blogs, public talks, and short films to reach people who smoke directly. Some have worked through pharmacists, nurses, or community health workers during routine interactions, while others have collaborated with youth groups, journalists, and filmmakers to share harm reduction messages through storytelling and visual media.

Listening remains central to effective communication. THRSP-supported work frequently begins by understanding local concerns such as fear of nicotine, mistrust of authorities, or confusion caused by conflicting health messages. Participatory approaches, including informal discussions, community meetings, focus groups, and online Q&A sessions, allow messages to be tested, refined, and adapted before wider dissemination, helping to build credibility and trust.