世界衛生組織(WHO)於2003年5月第56屆世界衛生大會通過國際「菸草控制框架公約」 (Framework Convention of Tobacco Control, 簡稱FCTC)，在「禁止菸品廣告、促銷及贊助行為」、「跨國合作管制非法走私菸品貿易」、「管制銷售菸品予未成年人及對弱勢族群的保護」、「研議並追究菸商之法律責任」等各方面皆訂有突破性規範。目前全世界已有超過150國家或簽署、或批准遞交世界衛生組織「菸草控制框架公約」。顯見「菸害防制」議題已經是不分國界、不分種族，21世紀全球一致最重要的公共衛生政策之一。
社會行銷在國外行之有年，強調：「以行銷之概念及技巧，來達到某種特定行為之改變，並改善社會」，而運用於健康議題之社會行銷，則是：「將行銷觀念及技巧系統化，以達到促進健康及減少傷害之行為改變目的」。「菸害防制」之推動，即為運用社會行銷所常見之議題及案例。在台灣，董氏基金會為國內最早推動菸害防制宣導的非營利組織，致力於國內菸害防制工作規劃、教育宣導，並促成相關政策法案制訂及監督執法。1997年推動「菸害防制法」立法(歷經十年)；2000年推動菸品開徵「健康福利捐」、執行「衛生署國民健康局菸害申訴服務中心」、舉辦國際「Quit and Win戒菸就贏」比賽等…董氏基金會推動菸害防制二十餘年，因著社會脈動調整推動策略，其寶貴之實務經驗在在與社會行銷理論相結合。
本研究即希望能收集國內外推動健康議題之社會行銷文獻，以社會行銷之概念，配合個案訪談，分析董氏基金會在推動菸害防制議題上之成效，歸納出活動成果及成功因素，以作為相關組織經營及發展策略之參考方向。 / World Health Organization has adopted the Framework Convention of Tobacco Control (FCTC) in the 56th World Health Assembly in May, 2003. The provisions have breakthrough progress on the fields such as “ban on tobacco advising, promotion and sponsorship”, “cross-country control over tobacco smuggling”, “ban on selling of tobacco to minors”, and “legal liability of the tobacco industry”. Up to date, over 150 countries already signed or ratified the FCTC. This shows that tobacco control is already such an important health policy in 21th century beyond country and race.
Social marketing has been popular in other countries for years. The idea is “To change a certain collective behavior and improve the society with the concept and techniques of marketing.” To apply “social marketing” to health issues is to “To change behaviors that promote health and eliminate harm with systematized concept and techniques of marketing.” The promotion of tobacco control is a common topic and case that utilize social marketing theory. In Taiwan, John Tung Foundation (JTF) is the first NGO that advocates tobacco control movement. It has been dedicated to the planning, education and promotion of tobacco control in order to enhance police and legislation and the supervision of law enforcement. In 1997, after ten years of efforts, the Tobacco Hazard Prevention Act was finally passed. In 2000, JTF advocated and successfully lead to the levy of the tobacco health and welfare surcharge, executed the “tobacco complaint center sponsored by Bureau of Health Promotion, Department of health” and sponsored the international Quit & Win cessation campaign. In more than two decades, JTF always modifies its tobacco control strategies with the trend of society. Its invaluable experience is again and again accords with the theory of social marketing.
The study aims to collect the literature regarding social marketing of health issues. The author uses the concept of social marketing and case interview to analyze the effects of JTF’s advocacy of tobacco control issues. The performance of its campaign and success factors may be a new guideline for the relevant organizations for their operation and strategy development.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0092932007 |
| Creators | 姚慕蘭, Yao, Mulan |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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