Union Ministry of Health & Family Welfare in first week of June 2014 launched a new four-minute video titled, The Price We Pay. The video was launched to highlight the health and economic impacts of tobacco consumption.
The Price We Pay explains the effect of tobacco and its impact on the lives and livelihoods by using footage of tobacco-related sufferings and death captured at the Tata Memorial Hospital’s Cancer Ward. The video includes interviews of special victims of tobacco use in which he/she or their families has explained sufferings both at physical and economic level in cases when the bread owner gets sick or dies from tobacco-related diseases.
The Price We Pay was developed with technical support from the World Lung Foundation and produced in collaboration with HEALIS calls for increased taxes on tobacco products to discourage the public from consuming them. It has also presented the case of implementation of strong tobacco control policies through hard-hitting graphic health warnings and higher tobacco taxes.
As per Global Adult Tobacco Survey (GATS-India) 27.5 crore people consume tobacco in India.