Potential effectiveness of anti-smoking advertisement types in ten low and middle income countries: Do demographics, smoking characteristics and cultural differences matter?
Sarah Durkin, Megan Bayly, Trish Cotter, Sandra Mullin, Melanie Wakefield
Social Science & Medicine | PERGAMON-ELSEVIER SCIENCE LTD | Published : 2013
Unlike high income countries, there is limited research to guide selection of anti-tobacco mass media campaigns in low and middle income countries, although some work suggests that messages emphasizing serious health harms perform better than other message types. This study aimed to determine whether certain types of anti-smoking advertisements are more likely to be accepted and perceived as effective across smokers in 10 low to middle income countries. 2399 18-34 year old smokers were recruited in Bangladesh, China, Egypt, India, Indonesia, Mexico, Philippines, Russia, Turkey and Vietnam to view and rate 10 anti-tobacco ads. Five ads were shown in all countries and five ads were chosen by c..View full abstract
This study was funded by the World Lung Foundation (WLF) as part of the Bloomberg Initiative. WLF contributed to the study design, facilitated data collection in each country, and contributed to manuscript preparation and the decision to submit this paper for publication.