The Vietnam National Tobacco Harm Prevention and Control Program is designed to combat the harmful effects of consumption and promote smoke-free environments in Vietnam (The National Assembly of Vietnam 2012). One such initiative includes the use of graphic health warnings on tobacco packages and mass media campaigns, utilizing television, radio, and other forms of media to raise awareness about the harms of tobacco use, encourage smokers to quit, and discourage young people from starting to smoke (Lien et al. 2017). These campaigns emphasize the legal, health, and financial consequences of tobacco use and the social and environmental impacts of smoking.

The program has also engaged with international organizations and local agencies to implement tobacco control activities in communities, including school-based tobacco prevention programs that utilize peer-to-peer education and interactive activities to promote smoke-free environments for students (Nguyen et al. 2021). Additionally, the program has improved access to tobacco cessation services, such as clinics, and has implemented policies to restrict tobacco advertising and promotion. This includes prohibiting tobacco advertising in public spaces and sponsoring cultural and sporting events by tobacco companies (Lien et al. 2017).

Overall, the social marketing initiatives of the program have been effective in raising public awareness of the harmful effects of tobacco use and promoting behavior change among Vietnamese smokers. However, there is a need for more comprehensive and sustained efforts to reduce the prevalence of tobacco use in the country.