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An Award ceremony is like a “festival” to all the artists who engage in various fields of art such as Cinema,
Tele drama, Theatre and Performing arts, the fields of music, dancing, photography and etc.

Sumathi Award Ceremony -2010 was also an identical event which was patronized by the celebrities,
media/film industrial personals with entertainment performances in abundance.In addition this, the
ceremony was brightened by the youth group who conducted an innovative campaign at the event,
getting celebrities’ support to deglamourize the image of alcohol and tobacco in the fields of art and
media

Disseminating leaflets and a CD which includes the messages of the artists who really care for children and
fans and together with interviewing celebrities made the campaign more live. The artists and the politicians
positively supported the campaign giving their ideas and suggestions on how the art and media glamorously
promote alcohol and tobacco which influence youth and children, especially the impact bared by those who
imitate their role models. They realized those promotions harm children, especially when they imitate the
scenes which eventually become a social problem.

This campaign was highlighted as a Corporate Social Responsibility work by the Sumathi Award Ceremony
organizers among the participants.

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