Title: Qualitative study of Singaporean youths' perception of antismoking campaigns: what works and what does not
year: 2016
Journal: Tob Control
Volume: 25
Issue: e2
Pages: e101-e106
Epubdate: 06/03/2016
date: Dec
Alternate Journal: Tobacco control
ISSN: 0964-4563
Legal note: PMC5284335
Article Number: 26944686
Keywords: Cessation Health Services Prevention
Abstract: BACKGROUND: Youths are more likely to rebel against messages perceived to inhibit their independence. In order for antismoking campaigns to be effective with this population, adopting evidence-based strategies is crucial. In this study, we examined youths' reaction to past and ongoing antismoking campaigns, and delineate effective and ineffective components of campaigns as identified by them. METHODS: 12 focus group discussions were conducted with 91 youth smokers aged 15-29 years. Data were analysed using qualitative content analysis. A codebook was derived through an iterative process. The data were coded systematically by three coders, using Nvivo V.10. RESULTS: Fear appeals that had no immediate relevance to youths, and campaigns involving humour or sports/dance activities that distracted youths from the antismoking messages, were deemed ineffective. In contrast, elements identified to be efficacious were: positive tone, low-fear visual images, 'low-controlling language' and a genuine spokesperson. Youth tended to favour campaigns circulating on social media platforms. Importantly, youths voiced a lack of tangible support for their efforts to quit smoking. CONCLUSIONS: Participants expressed a preference towards antismoking messages that were less authoritative, and perceived a distinct lack of support for their intentions to quit smoking. There is room for incorporating suggestions by participants in future antismoking campaigns. Future research is needed to identify barriers to accessing available support.
Notes: 1468-3318 Shahwan, Shazana Fauziana, Restria Satghare, Pratika Vaingankar, Janhavi Picco, Louisa Chong, Siow Ann Subramaniam, Mythily Journal Article England Tob Control. 2016 Dec;25(e2):e101-e106. doi: 10.1136/tobaccocontrol-2015-052692. Epub 2016 Mar 4.
URL: http://tobaccocontrol.bmj.com/content/tobaccocontrol/25/e2/e101.full.pdf
URI: https://open-access.imh.com.sg/handle/123456789/5016
Authors Address: Research Division, Institute of Mental Health, Singapore.
Database Provider: NLM
language: eng
Appears in Collections:2016

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