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Bringing ‘Light, Life and Happiness’: British American Tobacco and music sponsorship in sub-Saharan Africa

Author

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  • Preeti Patel
  • Cassandra Okechukwu
  • Jeff Collin
  • Belinda Hughes

Abstract

This article aims to provide a review of music sponsorship to market cigarettes in sub-Saharan Africa. Using analysis of previously secret corporate documents from British American Tobacco (bat) and focusing on two separate case studies of sponsorship in Africa, Nigeria and South Africa, the paper illustrates how tobacco companies have sought to undermine health legislation from 1990 to 2001. Both case studies suggest that music is an important marketing tool in Africa because it can effectively target young consumers; has a universal appeal; transcends barriers to communication imposed by limited literacy and language barriers; has a long-term appeal and can be successful in undermining tobacco control measures. The case studies highlight the limitations of national regulatory efforts and reinforce the significance of the implementation of the who's Framework Convention on Tobacco Control in Africa, a critical region for the convention's success.

Suggested Citation

  • Preeti Patel & Cassandra Okechukwu & Jeff Collin & Belinda Hughes, 2009. "Bringing ‘Light, Life and Happiness’: British American Tobacco and music sponsorship in sub-Saharan Africa," Third World Quarterly, Taylor & Francis Journals, vol. 30(4), pages 685-700.
    • Handle: RePEc:taf:ctwqxx:v:30:y:2009:i:4:p:685-700
    DOI: 10.1080/01436590902867110
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