Journal article

Mass media campaigns designed to support new pictorial health warnings on cigarette packets: evidence of a complementary relationship

Emily Brennan, Sarah J Durkin, Trish Cotter, Todd Harper, Melanie A Wakefield

Tobacco Control | B M J PUBLISHING GROUP | Published : 2011

Abstract

BACKGROUND: In Australia, introduction of pictorial health warnings on cigarette packets was supported by a televised media campaign highlighting illnesses featured in two of the warning labels--gangrene and mouth cancer. METHODS: Two studies examined whether the warnings and the television advertisements complemented one another. Population telephone surveys of two cross-sections of adult smokers measured changes in top-of-mind awareness of smoking-related health effects from before (2005; n=587) to after the pack warnings were introduced (2006; n=583). A second study assessed cognitive and emotional responses and intentions to quit after smokers watched one of the campaign advertisements, ..

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