Recall and Effectiveness of Messages Promoting Smoke-Free Policies in Rural Communities
Conclusions:
Ad recall and perceived effectiveness were associated with framing and demographic and personal characteristics. Smoke-free efforts in rural areas may be bolstered by continuing to promote benefits of smoke-free workplace policies and educate on SHS risks. Rural areas may need to provide a combination of ad types and framing strategies to appeal to a wide audience.
Implications:
Rural communities are disproportionately affected by SHS and less likely to be protected by smoke-free policies. This study adds evidence-based guidance for tailoring rural smoke-free media campaigns using different framing: gain-framed messages (ie, benefits of smoke-free environments) to promote recall and loss-framed content (ie, dangers of SHS) to prompt emotion. Further, gain-framed messages that are localized to the rural community may be especially effective. Findings support designing smoke-free campaigns in rural communities with the audience in mind by tailoring messages to age, sex, and education level.
Source: Nicotine and Tobacco Research - Category: Addiction Authors: Rayens, M. K., Butler, K. M., Wiggins, A. T., Kostygina, G., Langley, R. E., Hahn, E. J. Tags: Original Investigation Source Type: research
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