title: Male smoker and non-smoker responses to television advertisements on the harms of secondhand smoke in China, India and Russia.
abstract: Mass media campaigns can play an important role in strengthening support for smoke-free policies and reducing exposure to secondhand smoke (SHS). Identifying anti-SHS advertisements that are effective in diverse cultural contexts may allow for resource sharing in low- and middle-income countries. A convenience sample of 481 male cigarette smokers and non-smokers in three high tobacco burden and culturally dissimilar countries (India, China and Russia) viewed and rated five anti-SHS ads. Multivariate logistic regression analyses were conducted for 'Message Acceptance', 'Negative Emotion', 'Perceived Effectiveness' and 'Behavioral Intentions'. Smokers and non-smokers in all countries consistently rated the strong graphic, health harm ads as the most effective, and the 'informational' ad as the least effective overall: the graphic ad 'Baby Alive' was at least 1.8 times more likely than the informational ad 'Smoke-free works' to receive positive ratings on all four outcomes (all P < 0.001). Graphic, health harm messages about SHS exposure have the greatest universal appeal and are the most effective in motivating changes in behavioral intentions. Similarity in reactions between smokers and non-smokers, and across countries, suggests that resource sharing and the use of a single graphic ad targeted at smokers and non-smokers would be cost-efficient strategies.
authors.affiliation: World Lung Foundation, 61 Broadway, New York, NY 10006, USA, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne 3004, VIC, Australia and World Lung Foundation, Alexandria, NSW, Australia nmurukutla@worldlungfoundation.org.
authors.forename: Nandita
authors.initials: N
authors.lastname: Murukutla
authors.affiliation: World Lung Foundation, 61 Broadway, New York, NY 10006, USA, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne 3004, VIC, Australia and World Lung Foundation, Alexandria, NSW, Australia.
authors.forename: Megan
authors.initials: M
authors.lastname: Bayly
authors.affiliation: World Lung Foundation, 61 Broadway, New York, NY 10006, USA, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne 3004, VIC, Australia and World Lung Foundation, Alexandria, NSW, Australia.
authors.forename: Sandra
authors.initials: S
authors.lastname: Mullin
authors.affiliation: World Lung Foundation, 61 Broadway, New York, NY 10006, USA, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne 3004, VIC, Australia and World Lung Foundation, Alexandria, NSW, Australia.
authors.forename: Trish
authors.initials: T
authors.lastname: Cotter
authors.affiliation: World Lung Foundation, 61 Broadway, New York, NY 10006, USA, Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St Kilda Road, Melbourne 3004, VIC, Australia and World Lung Foundation, Alexandria, NSW, Australia.
authors.forename: Melanie
authors.initials: M
authors.lastname: Wakefield
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D000367:Age Factors; D002681:China / Q000453:epidemiology; D004644:Emotions; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007194:India / Q000453:epidemiology; D033182:Intention; D008297:Male; D012426:Russia / Q000453:epidemiology; D012907:Smoking / Q000208:ethnology* / Q000523:psychology*; D013690:Television; D014028:Tobacco Smoke Pollution / Q000517:prevention & control*; D055815:Young Adult
chemical_list: D014028:Tobacco Smoke Pollution