XN000022-1983-12-05 — Page 6

MONDAY, DECEMBER 5, 1983

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ITS BUDGETS HAD SOMETIMES BEEN CRITICISED AS INADEQUATE. LOCAL NEWSPAPER HAD DISMISSED ITS $400 000 FOR THE ANTI-SMOKING CAMPAIGN AS INSIGNIFICANT ALONGSIDE THE BUDGETS OF THE MAJOR TOBACCO IMPORTERS,

COMMENTED MR TSAO1 +MAYBE IT DID LOOK LIKE PEANUTS AT THE TIME, BUT WE MUST ASK OURSELVES 'HAS IT ACHIEVED AN IMPACT? HAS IT ACHIEVED AWARENESS?' UNLESS YOU WERE LIVING IN TIMBUCTOO FOR THE LAST SIX MONTHS THE ANSWER TO THAT MUST BE YES.+

+THERE MAY BE SOME DEGREE OF CONTROVERSY AS TO HOW WE ARE RUNNING THE CAMPAIGN. A FEW PEOPLE SEEM TO THINK WE ARE TOO STRONG, TOO HARD IN OUR ANTI-SMOKING MESSAGE. SPEAKING AS AN EX-SMOKER DELIVERED FROM SLAVERY TO THE NOXIOUS WEED, MY OWN FEELING IS THAT WE ARE PERHAPS NOT HARD ENOUGH. BUT WHATEVER YOU MAY THINK OF OUR MESSAGE, CAN YOU HONESTLY SAY YOU WERE UNAWARE OF IT?+

ON THE QUESTION OF HOW TO ASSESS THE EFFECTIVENESS OF CAMPAIGNS, MR TSAO SAID THIS WAS BY NO MEANS A SIMPLE MATTER BECAUSE, UNLIKE ADVERTISING CAMPAIGNS WHICH SOLD CONSUMER PRODUCTS, GIS HAD NO SALES TRENDS TO INDICATE WHETHER ITS STRATEGY HAD WORKED.

ONE MEANS OF CHECKING WAS TO CARRY OUT A SAMPLE SURVEY COMMISSIONING ONE OF THE INDEPENDENT MARKET RESEARCH ORGANISATIONS OPERATING IN HONG KONG.

HE REMARKED: +1 AM HAPPY TO SAY THAT THE RESULTS HAVE BEEN EXTREMELY ENCOURAGING. THERE IS INVARIABLY A HIGH LEVEL OF RECALL. FOR OUR CAMPAIGN TOPICS AND THE PUBLIC RECOGNISE, AND SYMPATHISE WITH, WHAT WE ARE TRYING TO PUT ACROSS.+

TRIBUTE PAID TO SALVATION ARMY

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THE SALVATION ARMY HAS MADE MAJOR CONTRIBUTIONS TO EDUCATIONAL AND WELFARE SERVICES IN HONG KONG, THE DIRECTOR OF SOCIAL WELFARE, MR JOHN CHAMBERS, SAID TODAY (MONDAY).

HE WAS SPEAKING AT THE TOPPING-OFF CEREMONY OF THE SALVATION ARMY'S NEW COMMAND HEADQUARTERS AT WING SING LANE IN YAU MA TEI.

HE SAID THE SALVATION ARMY HAD STARTED ITS WORK IN HONG KONG OVER 50 YEARS AGO AND DEVELOPED INTO A MULTI-FACETED ORGANISATION, PROVIDING NOT ONLY PASTORAL CARE BUT ALSO A RANGE OF WELFARE AND EDUCATIONAL SERVICES FOR CHILDREN AND YOUNG PEOPLE, THE ELDERLY AND THE DISABLED.+

MR CHAMBERS SAID THAT WORK ON THE NEW COMMAND HEADQUARTERS STARTED IN 1980 AND WAS SCHEDULED FOR COMPLETION BY THE END OF NEXT YEAR.

/THE NEW