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Evaluation & the Health Professions
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Promoting the Effective Translation of the Framework Convention on Tobacco Control

A Case Study of Challenges and Opportunities for Strategic Communications in Mexico

James F. Thrasher

University of South Carolina Instituto Nacional de Salud Pública, México

Luz Myriam Reynales-Shigematsu

Instituto Nacional de Salud Pública, México

Lourdes Baezconde-Garbanati

University of Southern California

Victor Villalobos

Instituto Nacional de Salud Pública, México

Primavera Téllez-Girón

Universidad Autónoma Metropolitana, Xochimilco, México

Edna Arillo-Santillán

Instituto Nacional de Salud Pública, México

Ana Dorantes-Alonso

Instituto Nacional de Salud Pública, México

Raydel Valdés-Salgado

Johns Hopkins University

Eduardo Lazcano-Ponce

Instituto Nacional de Salud Pública, Mexico

The World Health Organization Framework Convention on Tobacco Control (WHO-FCTC) promotes the implementation of best-practices tobacco control policies at a global scale. This article describes features of the sociocultural and political-economic context of Mexico that pose challenges and opportunities to the effective translation of WHO-FCTC policies there. It also considers how strategic communication efforts may advance these policies by framing their arguments in ways that resonate with prevalent values, understandings, and concerns. A focus on a smoke-free policy illustrates barriers to policy compliance, including how similar issues have been overcome among Latino populations in California. Overall, this article aims to lay the foundation for comparative research from policy uptake to impact so that the scientific evidence base on tobacco control policies includes examination of how context moderates this process.

Key Words: Framework Convention on Tobacco Control • tobacco • policy • translation • Mexico

This version was published on June 1, 2008

Evaluation & the Health Professions, Vol. 31, No. 2, 145-166 (2008)
DOI: 10.1177/0163278708315921
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