Optimising tobacco control campaigns within a changing media landscape and among priority populations

Abstract

Reviews published over the past decade confirm tobacco control campaigns can be effective for influencing adult and youth tobacco use behaviours, with strengthening evidence for high cost-effectiveness. Evidence is also accumulating for positive campaign effects on interpersonal discussions, social norms and policy support that can help motivate and sustain quitting and reduce uptake. Research needs over the next decade centre on the rapidly changing media environment and the equity of campaign effects among high smoking prevalence communities. The field needs specific evidence on: how to measure total campaign reach and frequency across the diverse range of media platforms and channels; the optimum mix of traditional, digital and social media to achieve behaviour change, especially among high smoking prevalence communities; the relative reach and impact of the wide variety of integrated, digital and social media message delivery methods; the relative effectiveness of messages that aim to build capacity to quit and optimum methods for combining motivational and capacity-building messages, especially for high prevalence groups who face additional barriers to staying quit; the ongoing effectiveness of traditional versus new versions of messages highlighting tobacco industry practices; the influence of e-cigarette use on tobacco control campaign effects; and the effectiveness of different types of campaigns aiming to prevent e-cigarette uptake and motivate e-cigarette cessation. Research is also needed to investigate the potential for campaigns to influence the public’s understanding and support for endgame tobacco control policies and for campaign elements that may influence the social and environmental contexts surrounding smokers that support and maintain behaviour change.

The impact of responsible gambling framing on people with lived experience of gambling harm

“…Reframing gambling harm as the consequence of a problematic and harmful industry rather than individual behaviors may reduce the shame and stigma associated with experiencing gambling harm. As with tobacco (Durkin et al, 2022 ), independent research is urgently needed to identity which messages will be most effective as part of a comprehensive public health approach, and how these messages should be disseminated to the public. Previous tobacco and alcohol research has highlighted concerns about industry-funded campaigns (Henriksen et al, 2006 ; Jones et al, 2017 ); this study also indicates that messages that are perceived as coming from the gambling industry are not taken seriously by gamblers.…”

Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis

“…For example, messages containing fear are considered successful examples in antismoking campaigns. [224][225][226].…”

Retailer’s Density and Single Stick Cigarette’s Accessibility among School-Age Children in Indonesia

“…However, the studies have not followed up on the description of the accessibility of single cigarettes to school-age children and the retailer's response to restriction policies. Only a few studies have tested the theory by exposing the target segments (Durkin et al, 2022). Public support is essential for successful implementation; however, while public resistance can occur against a regulation, interventions tend to become more acceptable (Sohlberg, 2019;Nurhasana et al, 2020).…”