Graphic tobacco health warnings: which genre to choose?
BACKGROUND
Tobacco prevention studies show that graphic health warnings are more effective than text warnings, but there are no data on the effectiveness of different types of graphic health warnings in a Pakistani population. Even marginal differences in the effectiveness of genres can be of potential significance for public health.


OBJECTIVE
To study the effectiveness of different types of graphic tobacco warnings in a Pakistani population.


METHODS
We presented ten anti-smoking warnings to randomly selected volunteers (n = 170) and recorded their opinion on the effectiveness of each warning. The warnings were based on a range of images aimed at the diverse population interviewed. A grading scale based on appeal, application, educational potential and motivation towards cessation was used to produce a composite grade of perceived effectiveness of the warning.


RESULTS
Our results indicate that graphic warnings reach a greater proportion of the population than text warnings. Those appealing to logic, and those inculcating a sense of fear by showing a deleterious outcome of smoking, were judged likely to be most effective in motivating smokers to quit and preventing experimental smokers from forming a habit.
School of Medicine, Aga Khan University, Karachi, Pakistan. zsobani@gmail.com
Z
Z
Sobani
S
S
Nizami
E
E
Raza
N
N
ul Ain Baloch
J A
JA
Khan
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D005239:Fear; D006266:Health Education / Q000379:methods; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008128:Logic; D010154:Pakistan; D012907:Smoking / Q000009:adverse effects / Q000523:psychology; D016540:Smoking Cessation / Q000379:methods / Q000523:psychology*; D000074606:Smoking Prevention; D055815:Young Adult