During my time spent in Ambon researching the tobacco community and developing anti tobacco usage strategies. Primary and secondary research collected proved that the majority of smokers not only in Ambon, but Indonesia is men. This then sparked the question of why is that? In a more globalised city like Sydney for example, smoking is not easily distinguishable as ‘mainly for men’ or ‘mainly for women’ (ABS, 2013). 

The number of female smokers across Indonesia is considerably low in comparison to male smokers (Barraclough, 1999). Indonesia’s national household health survey found that in 2013, 57% of men were active smokers and that they are far more likely to be smokers than women (Rosemary, 2018), with only 1% to 3% of women being active smokers or likely to smoke (Nitcher et al., 2008).

What sparked my curiosity was that smoking amongst women in Indonesia is low not due to popular health concerns especially with pregnant mothers, but rather it stems from a more primitive patriarchal way of thinking (Coca, 2017).

Following an interview with a local women who currently resides in Ambon but is from Jakarta. The interviewee provided information on what it is like to be a women in Indonesia and the restrictions faced and why she believes they exist.

“Once I forgot that my supervisor was at a dinner with me and I was drinking, I hoped that they didn’t see me drinking. If they did most of them would think of me in a bad way. I think it will affect image.  ”

(A. V 2019, pers. comm., 27 July)

Without hesitation the interviewee shared the connections she believed others to make

“if someone saw a women drinking or smoking they would think she wasn’t wife material and unfit to be a mother – men say it’s unattractive and that they don’t like the smell of tobacco or alcohol on women. But If my supervisor saw my male colleague smoke or drink that would be fine” 

(A. V 2019, pers. comm., 27 July)

My personal belief is that neither men nor women should indulge in smoking or excessive drinking due to its negative effects. However I believe that something so non gender specific such as smoking or drinking, women should not only have a choice, but also be able to do so without being judged, as does my interviewee.

“I hope people will stop judging women.”

(A. V 2019, pers. comm., 27 July)

References:

Coca, N. (2017). Big Tobacco Wants Indonesian Women to Light Up and Liberate, OZY Confidential. viewed 30 January 2019.
<https://www.ozy.com/fast-forward/big-tobacco-wants-indonesian-women-to-light-up-and-liberate/80168>.

NIDA. (2018). Are there gender differences in tobacco smoking?, National Institute of Drug Abuse. viewed 30 January 2019. <https://www.drugabuse.gov/publications/research-reports/tobacco-nicotine-e-cigarettes/are-there-gender-differences-in-tobacco-smoking>.

ABS. (2013). Australia Gender Indicators, Jan 2013, Australia Bureau of Statistics. viewed 30 January 2019. <www.abs.gov.au/ausstats/abs@.nsf/Lookup/4125.0main+features3320Jan%202013>.

Barraclough, S. (1999). Women and tobacco in Indonesia, BMJ Journals, viewed 30 January 2019. <https://tobaccocontrol.bmj.com/content/8/3/327.short>.

Nitcher, M., Padmawati, S., Danardono, M., Prabandari, Y., Nitcher, M. (2008). Reading culture from tobacco advertisements in Indonesia, BMJ Journals, viewed 30 January 2019.<https://tobaccocontrol.bmj.com/content/18/2/98.short>.

Tobacco advertising in Ambon is something that is glamorised much more than what we are traditionally used to seeing in Sydney. Aggressively pro smoking adverts marketing to create a strong appeal for their products, and interestingly enough the advertising prevalent in Ambon City was quite plainly pitching to men. This theory was supported after embarking on my self guided tour (See below map) of the city as well as supported research.

With it’s large population Indonesia ranks fifth among countries with the highest tobacco consumption globally (Achadi et al., 2004). However the number of female smokers across Indonesia is considerably low in comparison to male smokers (Barraclough, 1999). Indonesia’s national household health survey found that in 2013, 57% of men were active smokers and that they are far more likely to be smokers than women (Rosemary, 2018), with only 1% to 3% of women being active smokers or likely to smoke (Nitcher et al., 2008).

The Tobacco companies are politically and financially powerful within Indonesia because they are one of the largest sources of government revenue (Reynolds, 1999). As a result, there are very few advert restrictions on tobacco marketing (Nitcher et al., 2008). Not only that but study shows kretek tobacco (Cigarettes made with a blend of tobacco, cloves and other flavours) companies represent themselves as supporters of Indonesian national identity (Nitcher et al., 2008), which further deeply embeds them into Indonesian and Ambonese culture.

Upon the self guided tour in which I embarked on multiple different modes of transportation (Bus, Car, and Foot). The research acquired across the modes of travel were consolidated and left very clear findings, a tally method (See Figure 1) was used to record three main items – Adverts Relating to Tobacco, Male Smokers, and finally Female Smokers.

Tobacco advertisement slogans that were noted on the self guided city tour include;
Sampoerna’s “Go ahead”, L.A. Bold “We are stronger”, Gudang Garam “Real men have taste, test your limits go international”, and lastly Surya “Pro never quit”.
Other popularised tobacco brands include Djarum Super MLD and Malboro. 

In Ambon the advertising themes that were identified in tobacco marketing include smoking to enhance ones sense of masculinity whilst also highlighting modernity and globalisation ((Ng et al., 2007). Common company adverts for example Surya, it’s local branding are mostly coupled with very overcompensated images representing ‘manliness’, most commonly the “Pro never quit’. as seen in figure 2, it displays a man clearly expressing his strength and this image is being linked to smoking the advertised brand.

Another feature to note is that all these advertisements shared the exact same caution message of “peringatan: merokok membunuhmu 18+” which translates simply to warning: smoking kills you 18+”. This coupled with an image of a man smoking and several faint floating skulls, eluding to smoking being a deadly trait. Refer to Figure 3 below.

More than just male targeted tobacco advertisements, in local supermarkets there are products which very plainly accomodate for and support the smoking demographic within Ambon. Products such as ‘FREZZA, After Cigar Antispetic Mouth Spray – reduce bad breath caused by smoking’. Other products include a wide spectrum of cigarette accessories such as lighters, cigar cutters, and smoking car accessories. All which support and accomodate the manifesting culture of tobacco use in Ambon.

References:

Catherine, R. (1999). Tobacco advertising in Indonesia: “the defining characteristics for success”, BMJ Journals,viewed 16 January 2019.
<https://tobaccocontrol.bmj.com/content/8/1/85>.

Barraclough, S. (1999). Women and tobacco in Indonesia, BMJ Journals, viewed 16 January 2019.
<https://tobaccocontrol.bmj.com/content/8/3/327.short>.

Rosemary, R. (2018). Forbidden Smoke, Inside Indonesia, viewed 16 January 2019.
<https://www.insideindonesia.org/forbidden-smoke?fbclid=IwAR3chzBokVLdkcICMfjYbqEEw724cjyW6ENmmXmDqIhmw3Pm_NZRdaZzU04>.

Nitcher, M., Padmawati, S., Danardono, M., Prabandari, Y., Nitcher, M. (2008). Reading culture from tobacco advertisements in Indonesia, BMJ Journals, viewed 16 January 2019.
<https://tobaccocontrol.bmj.com/content/18/2/98.short>.

Achadi, A., Soerojo, W., Barber, S. (2004). The relevance and prospects of advancing tobacco control in Indonesia, Science Direct, viewed 17 January 2019.
<https://www.sciencedirect.com/science/article/pii/S016885100400209X>.

Ng, N., Weinehall, L., Ohman, A. (2007). ’If I don’t smoke, I’m not a real man’-Indonesian teenage boys’ views about smoking. NCBI, viewed 17 January 2019.
<https://www.ncbi.nlm.nih.gov/pubmed/16987943>.

Where does this leave our youth?

India is the second largest consumer of tobacco in the world, The use of tobacco among adults (15 years and above) is 35% (Rani et al., 2003). Among males it is 48%, and that among females is 20%. Close to 38% of adults in rural areas and 25% of adults in urban areas will use tobacco in some form (Kaur and Jain, 2011).

India was among the first few countries to join WHO the Framework Convention on Tobacco Control (WHO FCTC) in 2004 (Kaur and Jain, 2011). However despite India’s WHO FCTC early involvement, the effectiveness of tobacco control initiatives are staggered at different rates across its states due to non prioritisation of this issue (Tobacco Free Initiative, 2015).

Since their involvement different government based initiatives have been implemented such as in 1975, a statutory warning “cigarette smoking is injurious to health” became a mandatory requirement to be displayed on all cigarette packaging (Kaur and Jain, 2011). 

A public space ban Memorandum issued by the Cabinet Secretariat in 1990, prohibiting the sale of tobacco products to and by minors (persons below 18 years). As well as, not allowing tobacco products to be sold within 100 yards of all educational institutions. Specifically protecting the youth of India along with a number of other prohibitions including no smoking in public spaces and a ban on tobacco advertising.

A challenge however that’s being faced, and requires serious attention is the taxation of tobacco related products. At the moment an average pack of ‘bidis’ (thin tobacco cigarettes) costs only Rs 4 with the tax averaging around 9% of the retail price. This ultimately means the products remain quite inexpensive and affordable even for school children (John et al., 2008). This poses a serious threat to the youth of India as if this were to continue on, over 38 million bidi smokers will die prematurely from diseases caused by tobacco use (John et al., 2008). 

According to the World Health Organisation, nearly 80 percent of all adult smokers begin before 18, and in just India alone 5500 youth begin smoking a day. So to combat this the Bloomberg Initiative began a HRIDAY’s school-based tobacco use prevention program Project MYTRI (Mobilising Youth for Tobacco Related Initiatives in India). A two-year school intervention, based on social cognitive theory, involving four primary components (MH et al., 2007);

1. Classroom curriculum
2. School posters
3. Parent postcards
4. Peer-led health activism

These School intervention activities enhanced awareness and advocacy skills of adolescents through campaigns, such as the submission of a signature campaign to the Prime Minister of India appealing for a ban on tobacco advertisements in India. The results of the outcome evaluation revealed that over the two-year intervention period, students were less likely to show an increase in cigarette and bidi smoking, and they were also significantly less likely to express intentions to smoke or chew tobacco in the future.

References:

Kaur, J. and Jain, D. (2011). Tobacco Control Policies in India: Implementation and Challenges, Indian Journal of Public Health, viewed 9 January 2019. 

<http://www.ijph.in/article.asp?issn=0019-557X;year=2011;volume=55;issue=3;spage=220;epage=227;aulast=Kaur>.

Tobacco Free Initiative. (2015). Tobacco control in India, World Health Organisation, viewed 10 January 2019.

<https://www.who.int/tobacco/about/partners/bloomberg/ind/en/>.

Chatterjee, M. (2012). Engaging the Youth in Tobacco Control: The Real Investment, Youth Ki Awaaz, viewed 9 January 2019

<https://www.youthkiawaaz.com/2012/05/engaging-youth-tobacco-control-real-investment/>.

John, R., Kavita Rao, R., Govinda Rao, M., Moore, J., Deshpande, R., Sengupta, J., Selvaraj, S., Chaloupka, F. and Jha, P. (2008). Tobacco Taxes in India. Tobacco Economics, India: Bloomberg Philanthropies and the Bill and Melinda Gates Foundation, viewed 9 January 2019

<https://www.tobaccofreekids.org/assets/global/pdfs/en/India_tobacco_taxes_summary_en.pdf>.

MH, S., CL, P., M, A., R, S., C, M. and KS, R. (2007). Intermediate outcomes from Project MYTRI: mobilizing youth for tobacco-related initiatives in India, NCBI, viewed on 10 January 2019

<https://www.ncbi.nlm.nih.gov/pubmed/17548662>.

Rani, M., Bonu, S., Jha, P., Nguyen, S. and Jamjoum, L. (2003). Tobacco Control. 12th ed. [ebook] Baltimore, p.4, viewed on 10 January 2019,

<https://tobaccocontrol.bmj.com/content/12/4/e4.short>.