Responses to antismoking radio and television advertisements among adult smokers and non-smokers across Africa: message-testing results from Senegal, Nigeria and Kenya

Perl, Rebecca; Murukutla, Nandita; Occleston, Jessica; Bayly, Megan; Lien, Mego; Wakefield, Melanie; Mullin, Sandra

doi:10.1136/tobaccocontrol-2014-051682

Cited by 13 publications

(32 citation statements)

References 17 publications

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“…Most studies were conducted in the United States (79%), followed by Australia (9%) and China (5%). While the majority of studies were conducted in a single country, five studies were conducted across multiple countries (Durkin, Bayly, Cotter, Mullin, & Wakefield, 2013; Murukutla, Bayly, Mullin, Cotter, & Wakefield, 2015; Perl et al, 2015; Wakefield et al, 2011; Wakefield et al, 2003).…”

Section: Resultsmentioning

confidence: 99%

Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review

Noar

Bell

Kelley

et al. 2018

Communication Methods and Measures

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Target audience ratings of the likely impact of persuasive messages, known as perceived message effectiveness (PME), are commonly used during message development and selection. PME is also used to examine receptivity of messages after they are fully developed or deployed. Despite this, we know little about the conceptual and methodological characteristics of extant PME measures used in the literature. We conducted a systematic review of tobacco education video, print, and audio campaign studies to examine conceptual and methodological characteristics of PME measures. One hundred twenty-six PME measures from 75 studies conducted in 21 countries with more than 61,000 participants were reviewed. Results indicated considerable variability in measures’ focus on general perceptions of a message (i.e., message perceptions) versus perceptions of expected message effects (i.e., effects perceptions). Considerable variability was also found on underlying persuasive constructs, use of referents, and referencing of behavior in PME items and measures. We conclude with several recommendations for future research on PME measurement and validation.

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Section: Resultsmentioning

confidence: 99%

Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review

Noar

Bell

Kelley

et al. 2018

Communication Methods and Measures

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“…4,5,17,20,[31][32][33][34] The similarity in responses to health warnings both across countries and across socio-demographic subgroups has previously been observed in studies examining antismoking radio and television advertisements across a wide range of LMICs. [35][36][37] Pictorial warnings with graphic content were consistently rated as the most effective health warning theme, while graphic messages depicting "internal" effects were rated as more effective than those depicting "external" effects. The superiority of graphic warnings has been clearly established in the literature, primarily due to their ability to elicit negative emotional responses.…”

Section: Symbolicmentioning

confidence: 97%

Are the Same Health Warnings Effective Across Different Countries? An Experimental Study in Seven Countries

Hammond

Reid

Driezen

et al. 2018

Nicotine &Amp; Tobacco Research

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Introduction: More than 100 countries have implemented pictorial health warnings on cigarette packages. However, few studies have compared how consumers from different geographic and cultural contexts respond to health warning content. The current study compares perceptions of warnings among adult smokers and youth in seven countries, to examine the efficacy of different health warning themes and images. Methods: Between 2010 and 2012, online and face-to-face surveys were conducted with ~500 adult smokers and ~500 youth (age 16-18) smokers and nonsmokers in each of Mexico, United States, China, Germany, India, Bangladesh, and Republic of Korea (total N = 8182). Respondents were randomized to view and rate sets of 5-7 health warnings (each set for a different health effect); each set included a text-only warning and various types (ie, themes) of pictorial warnings, including graphic health effects, "lived experience, " symbolic images, and personal testimonials. Mixedeffects models were utilized to examine perceived effectiveness of warning themes, and betweencountry differences in responses. Results: Overall, pictorial warnings were rated as more effective than text-only warnings (p < .001). Among pictorial themes, "graphic" health effects were rated as more effective than warnings depicting "lived experience" (p < .001) or "symbolic" images (p < .001). Pictorial warnings with personal testimonials were rated as more effective than the same images with didactic text (p < .001). While the magnitude of differences between warning themes varied across countries, the pattern of findings was generally consistent. Conclusions: The findings support the efficacy of graphic pictorial warnings across diverse geographic and cultural contexts, and support sharing health warning images across jurisdictions. Implications: Although over 100 countries have implemented pictorial health warnings on cigarette packages, there is little research on the most effective types of message content across geographic and cultural contexts. The current study examined perceived effectiveness of text and pictorial health warnings featuring different message content-graphic health effects, "lived experience, " personal testimonials, and symbolic imagery-among more than 8000 adults and youth in Mexico, United States, China, Germany, India, Bangladesh, and Korea. Across countries, "graphic" pictorial messages were rated as most effective. Consistencies across countries in rating message content suggests there may be "globally effective" themes and styles for designing effective health warnings.

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“…Kenya ratified the WHO Framework Convention for Tobacco Control (FCTC) in 2004, and implemented the Kenya Tobacco Control Act in 2007 [ 2 , 6 , 30 ]. The country has an agency dedicated to tobacco control, and attained the highest level of achievement for tobacco advertising, promotion and sponsorship deterrent efforts, which are both measures of success according to the WHO FCTC and MPOWER [ 31 – 34 ]. While gains have been made, given these guidelines, there is still need for greater attention, especially first establishing the levels and determinants of tobacco use [ 6 , 8 , 27 , 35 , 36 ].…”

Section: Introductionmentioning

confidence: 99%

Tobacco use and its determinants in the 2015 Kenya WHO STEPS survey

et al. 2018

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BackgroundAccording to the World Health Organization (WHO), in 2015, over 1.1 billion people smoked tobacco, which represents around 15% of the global population. In Africa, around one in five adults smoke tobacco. The 2014 Kenya Global Adult Tobacco Survey reported that 2.5 million adults use tobacco products. The objective of our study was to describe patterns and determinants of tobacco use from the 2015 Kenya STEPS survey, including use of “smokeless” tobacco products and the more novel e-cigarettes.MethodsThe WHO STEPwise approach to surveillance (STEPS) was completed in Kenya between April and June 2015. Logistic regression analyses was used to assess factors affecting prevalence and frequency of tobacco use. Sociodemographic variables associated with tobacco use were considered: age, sex, level of education, wealth quintile, and residence. The relationship with alcohol as an intervening risk factor was also assessed. Our main outcomes of interest were current tobacco use, daily tobacco use and use of smokeless tobacco products.ResultsOf 4484 respondents, 605 (13.5%) reported being current tobacco users. Most active tobacco users were male (n = 507/605, 83.8%). Three out of four tobacco users (n = 468/605, 77.4%) reported being less than 50 years old, with the average start age being 21 (20.6, 95% CI 19.3–21.8) and the average quit age 27 (27.2, 95% CI 25.8–28.6). Most tobacco users had only ever attended up to primary school (n = 434/605, 71.7%). Men had nearly seven times higher odds of being tobacco users as compared to women (OR 7.63, 95% CI 5.63–10.33). Alcohol use had a positive effect on tobacco use. Finally, less than ten respondents reported having used e-cigarettes.ConclusionThe 2015 Kenya WHO STEPS provided primary data on the status of tobacco use in the country and other leading NCD risk factors, such as alcohol, and associated diseases. Our findings highlight key target populations for tobacco cessation efforts: young people, men, those with lower levels of education, and alcohol consumers. Further data is needed on the use of smokeless tobacco, and its impact on smoked tobacco products, as well as on the novel use of e-cigarettes.

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Responses to antismoking radio and television advertisements among adult smokers and non-smokers across Africa: message-testing results from Senegal, Nigeria and Kenya

Cited by 13 publications

References 17 publications

Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review

Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review

Are the Same Health Warnings Effective Across Different Countries? An Experimental Study in Seven Countries

Tobacco use and its determinants in the 2015 Kenya WHO STEPS survey

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