INTRODUCTION

The Coca-Cola Company is the largest manufacturer, distributor and marketer of

nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola who serves
as the responsible corporate citizen has the need to participate in Malaysia Incorporated
Concept. I have been instructed by the board of directors to develop a corporate social
responsibility programme with the budget of 1 million to undertake the program entitled
“No Smoking”. The objectives of this programme are:

1. To raise awareness of the dangers of cigarette smoking,

2. To reduce the uptake of smoking by young people and increase the number of
smokers giving up smoking.

The dangers of tobacco use have been widely demonstrated and there is a clear causal
effect between tobacco use and a number of diseases. However, few tobacco users are
aware of the full risk of addiction to tobacco, the risk to their health, the likelihood of
disability, the economic cost of tobacco use to their families and the harmful effect of
second-hand smoking. It has been observed that the age of initiation of tobacco use is
usually at youth or early adulthood, a time in life when people are less concerned about
health risks and tend to engage in risky behaviours much more readily. A research will be
done on analyzing the situation based on the facts, defining the programme objectives,
defining who are the publics involved, what kind of media and techniques in use to draw
publics attention, calculation on the total budget and evaluation from the public of the
programme.
APPREACIATION OF THE SITUATION

Smoking could kill 1 billion people this century. There are about 1.15 billion smokers
worldwide. Over 80% of this figure are from countries with low income and
modest. Tobacco became one of the most common cause of death worldwide. It is
estimated that about 100 million people die from tobacco use in the 20th century. In the
21st century, it is predicted that 1 billion people will die if the current smoking patterns
continue. 30% of all cancer-related deaths are from smoking. 90% of all deaths from lung
cancer is caused by smoking. Statistics show that every day about 50 teenagers below the
age of 18 start smoking and most of them become hardcore smokers.

The ministry has step up the action to reduce smoking, and also advice the people to give up the
smoking habit. At the same time, there will be more areas to be designated as “No smoking” zone to
protect the population from the harm of dangerous cigarette smoke. Citizens under age 18 not allow
to purchase. However,

Based on the questionnaire given to the public, majority of the smokers started
DEFINING THE OBJECTIVES

There are two objectives in this programme:

1. To raise awareness of the dangers of cigarette smoking and causes to secondhand

smoking
 Alert public the harm of smoking that causes side effects such as sickness,
air pollution and the danger of secondhand smoke which is more fatal then
firsthand smoking.

2. To reduce the uptake of smoking by young people and to increase the number of
smokers giving up smoking
 Alert young teenagers the cause and effect on how smoking harm people.
Cigarette smoking causes addiction, better not trying or get into
temptation. Organize campaign on ways to quit smoking effectively.
Educate public on the sickness and side effects caused by smoking.
Prevention is better than cure.
DEFINING THE PUBLICS
MEDIA AND TECHNIQUES
BUDGET
EVALUATION