The aim is to create awareness of the nicotine chewing-gum industry, which has huge potential as more than 1.7 million Thai smokers are estimated to want to quit the habit.

Under the campaign, Pfizer, which is a big player in the Bt60-million nicotine chewing-gum market, is encouraging family members and friends of smokers to send postcards with motivational messages about stopping smoking. Statistics show the successful quitting rate is a mere 4 per cent.

Udom Vinaruenatr, senior product manager of Pfizer Consumer Healthcare, said that generally, successful smoking cessation without medication required an average of six to eight attempts, with a high number of smokers falling along the way and finally returning to the habit.

Therefore, the company has allocated more than Bt10 million for this campaign, which runs until November. "We expect to be able to help about 10,000 smokers to actually quit, with support from their friends and families through caring postcards," he said.

The campaign started in July with anti-cigarette road shows at more than 200 schools in Bangkok to encourage primary-school students to enter a drawing contest under the concept of "A Smoke-Free Life". The 50,000 postcards featuring the winners' paintings will be distributed to children and the general public, so they can write encouraging personal messages to a smoker. The company will mail the postcards to the chosen persons along with a how-to-quit-smoking handbook.

"The company is confident that personal postcards will provide great motivation to those who want to quit smoking, while the attached handbook will provide guidance for successful quitting with Nicotine Replacement Therapy [NRT], a way to supply your body with gradually lower levels of nicotine to lessen the withdrawal symptoms and craving.

"The World Health Organisation has certified the use of NRT as an aid to stopping smoking, and it is twice as effective as quitting on your own without cravings or mood swings," Udom said.

The company plans communication activities to support the campaign, including advertising and public relations through newspapers, magazines and television. The road shows at office buildings will also encourage office workers to write an encouraging message to smoking co-workers since office workers represent the largest group of smokers.

Pfizer Consumer Healthcare is strong in the nicotine chewing-gum industry, which has a market value of more than Bt60 million. In the past year, the company gained about a 40-per-cent market share with some Bt20 million in sales. However, the market still has high growth potential with nicotine chewing gum being a new choice for smokers who want to quit.

The gum was certified for sale over the counter at local pharmacies last year. Prior to that it was allowed only by prescription in hospitals and clinics. The over-the-counter approval means a new fast-growing channel for sales.

Worayuth Watcharotayang-koon, general manager for Thailand and Indochina of Pfizer Consumer Healthcare, said a study of smokers in Thailand revealed 50,000 smokers every year, or about six people an hour, die from smoking-related illnesses. Smoking prevalence is generally highest in the 25-34 age group.

According to the company's recent survey of smokers in key provinces, more than 60 per cent of smokers worry about their smoking and want to quit. This group represents 1.7 million people in Thailand. The survey also showed that a high number of smokers failed during the quitting process.

In addition, from both official and privately run stop-smoking campaign statistics, few Thais could successfully quit. In 2001 there were 10 million smokers, which fell to 9.6 million in 2004, a reduction of only 4 per cent.