Paper Title
Lesson Learned from Campaign to Prevent New Smokers a Case Study of a Private Higher Education Institution in Bangkok

Abstract
Abstract - This research study aimed to learn lessons from campaigns to prevent new smokers by using a case study of a private higher education institution in Bangkok. The researcher hoped to understand the implementation of the campaign to prevent new smokers in higher education institutions. In addition, the researcher abled to take the information and applied it to drive a campaign to prevent new smokers in the future. The researcher used a qualitative research methodology of in-depth interviews with five senior executives of student affairs and academic departments and another six students from higher education institutions. The research results showed that higher education institutions had policies to prevent new smokers. The first was setting up a smoking area to separate students who smoked from students who were non-smokers. The second was having ongoing campaign activities every year. The third was having formal and informal communication processes through various channels to drive this policy into practice. However, personnel and students were the most likely to not be aware of the goals and progress of the campaign. In second place, personnel and students were unaware that smoking is dangerous. The point of view of personnel and students was that previous campaigns could not change the behavior of smokers. On the other hand, this was a reflection of a major problem in the area of higher education institutions as a "Sender" in the communication process to prevent new smokers who were in a "defensive" state rather than acting proactively. Therefore, it was necessary to develop a communication process to persuade and aimed for effectiveness in preventing new smokers in any higher education institution. It needed to start by making the whole society see the big picture and the goals of preventing new smokers, then created the participation of personnel and stakeholders, which laid a strong foundation for further communication.