MUMBAI: On the occasion of the World Anti-Tobacco Day on May 31st, 94.3 MY FM stubbed the big cigarette, and spread awareness about the ill effects of tobacco through various interesting activities including the pitching of a huge ash tray. The anti smoking campaign was run in all 17 MY FM cities - Jaipur, Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior, Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur.

Apart from sparklers MY FM coordinated interesting on-ground activities that engaged a large number of people. MY FM stations organised public awareness campaigns with an innovative local flavour. Some of the stations had a huge stubbed cigarette installed at a central place in the city and smokers were asked to read out bad effects of smoking, which were aired on 94.3 MY FM. The stubbed cigarette was used as an inspirational icon to motivate smokers to stub their habit. The Bilaspur and Ahmedabad stations aired live, specialist doctors' advice on the harmful effects of smoking and tobacco chewing on the consumer's health.
At Indore and Chandigarh an impressive rally went through important areas and caught smokers and tobacco chewers to tell them about the harmful effects of tobacco. At Chandigarh a health check up camp had a huge response which was organised with the help of a local hospital. Whereas at Jaipur a huge ash tray was placed at a main thoroughfare of the city and the smokers were motivated to stub their cigarettes in the bowl. Books from Cancer patients donated by NGO's were given to smokers who read from them on air. Print and on-air campaigns invited people to join the rallies.

Speaking about the campaign, Mr Harrish M. Bhatia, COO - Synergy Media Entertainment Ltd. said "94.3 MY FM has taken up many social causes as a part of our CSR initiative. Radio is a mass medium and can be intelligently used to convey important messages to society. Tobacco consumption is becoming a major cause of concern especially in the smaller towns where many more people now have access. Through this initiative we are using this medium in these cities to spread maximum awareness."