ASH (United Kingdom)

Action on Smoking and Health

Abbreviation

ASH

Formation

1971

Type

Pressure groups / Charities

Headquarters

144-145 Shoreditch High Street

Location

London, UK

CEO Chair Patron

Deborah Arnott Prof. John Moxham Duke of Gloucester

Website

www.ash.org.uk

INTRODUCTION For Non Profit Organizations, the product or service which provide to target people or customer not to earn monetary benefits directly for the organization. Most of the non Profit Organizations work not to earn profits but to provide and support other companies, firms and individuals to develop the awareness among the people regarding different common factors. Among these factors the use of Narcotics declared to be most harmful and injurious to life. For nonprofit organization the term marketing is almost unknown in many parts of the world. Unfortunately most of the people are considering marketing in traditional means just as to sell the product or provide services to the customers. Now it is far more than this concept. Older days are gone now where the concept of marketing of the charitable institute was just to collect the donation. Actually the marketing purpose is to satisfy customer or DONOR FOR NON TRADING INSTITUTE. But one important question arises from where the non-trading concern starts its campaign. In the coming sections it will be discussed in detail.

HISTORY OR FORMATION:
The action on smoking and health was formed in 1971 by the royal college of physicians. This step of college was taken after when the proposal of the college not accepted to frame out the plans against the usage of tobacco.UK Government denied to postulates any relating laws. The first director was of this institute was JOHN DUNWOODY the former health minister. The trustee board of present day showed its complete support for establishment for the medical which was having large number of doctors.
ACHIEVEMENT Action on Smoking and Health (ASH) achieved an award of WHO WORLD NO TOBBACO DAY in year 2011. Than in year 2012 it was presented an award of OUTSTANDING ORGANIZATION by LUTHER L TERRY with the collaboration of American Cancer Society. CHIEF EXECUTIVE OFFICER The present chief executive was appointed in 2003 and her name was DEBORAH ARNOTT. She appointed honorary term as associate professor in public health division in Nottingham in year 2011 and

in 2007 she won the Alwyn prize Awarded by public faculty of health for providing an extra ordinary contribution in public health. The policy of ASH is to provide secretary to all parliamentary groups for the awareness of health and smoking. The description of ASH to the PUBLIC is as campaigning health for public with charity and to remove the entire effected things from use of tobacco. The major part of the donation contribution for fulfilling its mission comes from BRITISH HEART FOUNDATION and CANCER RESEARCH UK. Some of the contribution of donation is provided by department of Health under the section 64 OF grant program. More than this many of the times it is specified for completely health purposes by government rather than miscellaneous purposes. COMPAIGNS OF ASH ASH always tries to remove the things belongs to taxation, smuggling, health, reduction in harm, young people smoking especially teen agers. Its focus is also on the performance and activities of industry of tobacco and reviewing the health policies relating to above mentioned subjects several publications has been made by the organization. In 2006 February this institute won the campaign for formulating rules for postulating a framework of smoking in work place which was ultimately implemented from 1st July 2007. These free smoke rules were applied on clubs of private members, bars, restaurant and caf. In 2006 the similar type of law was implemented in Scotland, and in 2007 Wales also followed this law. The 2009 health act provide the clear direction for removing the machines of tobacco and not to display the tobacco product for selling purposes at point of sales in England and other associated countries. The Government was sure to implement the sale point Legislation in England in April 2012 an in Small Sales point from April 2015. It was also recommended by the Government for plain packaging in 2012. Some of the work performing by ASH is highlighted in the coming part. It will be discussed in detail. ASH also supports and associated with smoke free action and other organization for eliminating the dangerous effects of tobacco. ASH is member of WORLD HEALTH ORGANIZATION for providing very useful suggestion on tobacco debate.

SATISFYING CUSTOMER As many countries of the world banned the e-cigarettes like Canada, Brazil, Australia Mexico, Finland and Newzeland. But for UK the decision was pending on the restriction of the drugs. For

the interest of the public the executive director of the ACTION ON SMOKING AND HEALTH take the initiative to ban this product from UK. This response was started after an email sent by the Action on Smoking and Health (ASH) for rectifying the information received from marketers and from other sources by New York. ASH as already helped in to ban e cigarettes in Suffolk country and New Jersey. On the mail sent by ASH interest was shown by FDA, the only authority who can check and ultimately banned the e cigarettes in the country. They evaluate whether uses of these products should be cut off or it should be continued. According to the report FDA having negative health risk which ultimately causes harm for human being. Different chemicals are being used in this product which brings serious deceases in human body including pulse racing, slurred speech, heartburn, coughing, sore throat and ulcers and it was decided it is illegal. After the initiative of ASH all the reputed medical and smoke free organization raised their concerns about the potential harmfulness and risk associated with this product and requested with great force to ban the uses of e cigarettes in open selling. American cancer society, American heart society, campaign of tobacco free kids, rights of non smokers Americans, association for the treatment of tobacco.ASH also refers the attention of concerned on the hot issue that FDA with its own words that cigars, electronic cigarettes, or other such products may induce a teen agers towards more tobacco products in which nicotine is used quite openly. With the use of this there will be a problem of health damage, and causes of other deceases. More than this it is not crystal clear that if these products are any way misuse by the user what type of consequences can be faced by the user with health injuries. By putting such efforts on these hot issues FDA recommended that each participant in the seminars should stressed on the parents responsibility to aware the issues related with these harmful products so that they and their children can be avoid using these drugs. If they know about the consequences of these products than they will be able to tell their children not to use these products because they are not safe for health and ultimately for use. The major issue to parents is that these products are sold without any legal restriction and limit of age in different flavors which ultimately attract the customer for using the variety of product to the teen ager. Above all this instrument does not contain any warning of health as compare to the FDA

approved products replacement with conventional one as there is no precautions mention on the packing of these products. Now some users argued that these products helped them to left the smoking. ASH finds out by their own researches about the FDA WORKING at that period of time that we are not known about any information that the cigars, electronic cigarettes and other such products are not harmful according to the researchers and scientist. Some teen agers perceived that the Pipes or Cigars are the safe alternative of traditional tobacco but it is totally their misperception. And it is also deemed that quit a smoking it is safe and the best alternate of quit the habit of smoking in traditional ways. But FDA AND ASH are not known about the supporting evidence which can be helpful to allow people to use electric cigarettes and others such products by considering not injurious for health. The Former Director of CDCS Smoking and Health Michael Erikson with FDA point out the following according to my finding no evidence has been received that user moving from traditional tobacco to electronic cigarettes and cigars or other products which are smokeless. If you closely see the marketing of smokeless products they are provided as to use at times not to smoke in this way they are increasing the exposure of nicotine but not reducing the smoking. Another effort of ASH is that it has brought the attention on the issue which was not covered by the FDA. This issue includes the vapor exhaled by users of electronic cigarettes. Including the propylene glycol (irritant respiratory becomes part in anti-freezing and famous for infection of respiratory tract) nicotine (very dangerous can cause for heart attack) and other important thing which has been ignored by the FDA considering carcinogens and toxins which is consider in second hand smoking. The different type of reaction is faced by the ASH from bystander. According to them last year in hospital there was my first exposure. Normally it is written in HOSPITAL that outsider can smoke outside the ward but three electronic smokers and staff members were smoking inside the ward. Vapor was consistently irritating my nose, throat, eyes and chest as I had lupus. Additionally the nicotine with huge amount of vapor was making me feel bad I was not comfort in that position. The antismoking first organization of America and one which take an active part in starting the campaign of restricting smokers from free smoking which results in banned of smoking in airports, place of public, and other sensitive place.

According to them it is not just because of vapors harm to the nonsmokers but it is due to non protection to the public including children, adults and different age of people as the risk increasing consistently and medical problem are out of control. EFFORTS OF MARKETING STAFF For any organization Marketing of its product and services is the important part of selling its products and services as this has been mentioned in detail about the importance of market efforts of an organization in the success. Older days are gone now when the just selling goods and provision of services, collecting donation was considered as the concept of marketing for Charity Organizations. Now the marketing is far more than this concept. Complete information of donation and its usage all the information are provided to the donor including current and proposed project. The media division of ACTION ON SMOKING AND HEALTH is available for 365 days in a year and 24/7 in a week. They provide: Breaking stories and views of experts both national and international. Spokespeople with diversified expertise. Information of the charity of tobacco removal campaign. Data and latest facts & figures about tobacco Reminder if any for your convenience. Contact number for any query or information or donation ASH 020 7739 5902

In addition to the above mentioned staff the following efforts are also carried by ASH marketing staff. Action on smoking and health is trying at their level best with help of staff to market their institute quite regularly. If an ASH associates their name with any causes which results ultimately in public welfare it means they are already marketing their ASH CAMPAIGN. There is no second comment that to what extent ASH will benefit from this event organization.ASH USING THE FOLLOWING IDEAS:

By using press release they are publicize their donation to the needy. ASH is involve in marketing through brochures, sign boards, display, commercial and advertisement. Always interfere in matter which needs attention through which media and public is involved. Many of the high profile and well reputed personnel are associates with ASH. ASH having complete control on using charity with campaign which increase its publicity.

COMMENTS FOR ACTION ON SMOKING AND HEALTH: The person who was behind the campaign to banned the commercials of cigarettes JOHN F. BANZHAF. Actually he is the lawyer who fought against the tobacco and media with a view to promote the antismoking activities and for this free time should be provided to the concerns for ruing successful campaign. This success was the reason that the john left the law firm and devoted all his time to the ASH. The leading industry crisis of tobacco by Peter Jennings When on the case of advertising of cigarettes john went to court. He was alone and his persistent effort and dedication with antismoking campaign, he faced the giant firm from New York and Washington. He ultimately successes on his own and the courage shown by him is unbelievable and admirable by any means. EXTERNAL FACTORS: If something is going with its own pace no one wants change than we see it, change without any other interference. So when organization started their work many visible and non visible forces react toward the institute performance. Many situations, circumstances, things, events and many other uncountable factor effect on the performance of organization. The above mentioned things can be positive or negative. As a whole these factors are considered as the driving forces or environmental factors.

The driving forces are divided into two main parts. First one is internal factors and other is external factors. Internal factors are those events and situations which prevail within the geographical boundaries of the organization. It might include the equipment and machinery, capacity to which technology is consumed, culture of the organization, management of the donation funds, workers motivation and morale to perform a work. External factors or forces include all those factors that are found or occur outside the organization. One very interesting thing about the external forces is that they are not under the control of organization. The factor includes the industry in which it deals competitors, political division, economic condition, judicial system, and interference and the extent to which the control of government existed. By considering the importance of any factor one thing which is important is the quick response to the forces otherwise it can be very drastic. Action on smoking and health are having close view on the changes occurring in the tobacco industry.

ACTION ON SMOKING AND HEALTH from many external factors faces following factors: Resistant from Health Department Government Pressure Smokers interest Against non smoking Industry Preferences Judicial System Media Culture

All above mentioned factors are being faced by the ASH for operating in the market.

Resistant from Health Department

The relation of health department and ASH is very simple. ASH tries to remove or implement the policies or law that is directly linked with this department. At times department show

resistant in working of ASH as this department has to involve in each case. But ASH policy is very simple that they bring any case with clear notification and full evidence. Government Pressure ASH is fight right from its formation against smoking. Government sometime considering other factors allows these product manufacturing as this can be a source of foreign exchange in the country but ASH does not accept it at all. So on action against government they faces a huge resistant.

Smokers interest Against non smoking In any country there are a large number of smokers who are addicted of smoking from many years. When ASH tries to remove this curse they show the angriness for leaving a habit of many years. But the advertising campaign and personal persuasion toward the non smoking is satisfied a lot to the people.

Industry Preference The industry of tobacco is denny the truth from the many years as it harm the users. In UK these products are manufactured on large basis by ignoring the side effects for the user thats why action on smoking and heath takes stand and raise their voice for banning these products. In this process the owner of such industry shows resistance in the work of ASH. But the policy of ASH is to make the smokeless environment irrespective of owners by involving judicial system and government.

Judicial System For ASH the support of doctors, lawyers and almost each individual of UK are available. Almost all the valid cases are managed in the right way but at times the political influences or the lawyers personal interest does not show complete favor for ASH.

Media It is also to be noted that media is the forum from where ASH can raise their concerns or their values. It is suggested that a free time to be provided to ASH for providing awareness to the people about the consequences for users. But media at times hesitate to act in the favor of this campaign.

Culture As we all know that many people live in UK which comes from different parts of the world. We can start this campaign to arise social awareness regarding this issue and we are hopeful that our people understand this concept easily but it is hard to implement this rule to the foreigners whose tradition not allows them to stop themselves from these activities. But to save the nation we have to stand up and follow ASH campaign to implement its suggestions so that our youngsters can be saved and their future will be preserved with healthy environment.

Analyze the significance of marketing planning in organizations Marketing planning for an organization plays an important role for expanding and increasing its basic mission. For profit making organization, significance of marketing plays a huge role as it directly depends on its profitability. But for nonprofit organization the campaign of marketing bit differs from profit making organization. For non-profit making organizations such as ASH marketing campaign for awareness among different people is the huge task to convince them to understand its purpose and its concept and collect donation from donors. ASH marketing plan will be such that it reflects its operational activities and integrate with the operational activities. All the people who belong to this community must know about the operational activities when the major functions have been introduced. Marketing campaign must try to reach at media places to draw their attentions towards ASH campaign. ASH team will face problems and resistance from people to convince them and marketing team must prepare plans to overcome this resistance in a chronological sequence.

Suggestions 1. Explain your research relating to the target market of same institute and concerns. 2. What are you expecting from your efforts of marketing

3. The data collected from above mentioned step turn it into written from using booklet or broachers or other helping material for the purpose of mentioning benefits, opportunities of donation, and most importantly valves of your organization

4. If it is possible developed the social media marketing strategy. In very low charges via face book and twitter organization can reach to the interested persons. It is even more effective when you find such people who are really wants to help and they make plans in their hearts.

5. Organization should developed internet marketing strategy and one regular person should be appoint there who will look after the website and will update the information about donation, conferences, seminars and events of the institute. It should also include the benefits of causes of the organization. 6. Developed, maintain and update the database of the customers. Do not allow these resources to be useless. Mailing system along with follow up the calls , invitation of the events ,profiling of research and segmentation of the market 7. .Target and achievement should be publicizing. Bring the beneficarices from the organization in front of the media and people for promoting the passion of the donors. 8. The different segment cooperation for the organization is very vital like commerce, media, and business community for more work.

References
http://www.charitywatch.org/azlist.html http://ash.org/ http://www.frugalmarketing.com/dtb/charity.shtml

http://www.ash.org.uk/media-room http://ash.org/quotes.html http://www.ash.org.uk/current-policy-issues

http://www.ash.org.uk//advertising-and-promotion