Smokers' responses to television advertisements about the serious harms of tobacco use: pre-testing results from 10 low- to middle-income countries
Melanie Wakefield, Megan Bayly, Sarah Durkin, Trish Cotter, Sandra Mullin, Charles Warne
Tobacco Control | BMJ PUBLISHING GROUP | Published : 2013
BACKGROUND: While television advertisements (ads) that communicate the serious harms of smoking are effective in prompting quitting-related thoughts and actions, little research has been conducted among smokers in low- to middle-income countries to guide public education efforts. METHOD: 2399 smokers aged 18-34 years in 10 low- to middle-income countries (Bangladesh, China, Egypt, India, Indonesia, Mexico, Philippines, Russia, Turkey and Vietnam) viewed and individually rated the same five anti-smoking ads on a standard questionnaire and then engaged in a structured group discussion about each ad. Multivariate logistic regression analysis, with robust SEs to account for the same individual r..View full abstract
This study was funded by the World Lung Foundation as part of the Bloomberg Global Tobacco Initiative.