Evaluation of a 2009 Indian mass media campaign based on “a nationally representative household survey of 2898 smokeless tobacco users was evaluated using “a standard cost-effectiveness methodology.”
“It successfully generated 17 259 148 additional quit attempts, 431 479 permanent quits and 120 814 deaths averted. The cost per benefit was US$0.06 per quit attempt,
US$2.6 per permanent quit and US$9.2 per death averted.” Study results suggest that tobacco control mass media campaigns can be cost-effective and are economically justified in low-income and middle-income countries.
More : http://tobaccocontrol.bmj.com/content/early/2017/08/10/tobaccocontrol-2016-053564?papetoc=