Creating Effective Media Messaging for Rural Smoke-free Policy.
OBJECTIVE
Objectives were to (1) explore perceived effectiveness of existing smoke-free print advertisements in rural communities and (2) generate message content, characteristics, and media delivery channels that resonate with residents.


METHODS
Qualitative methods design. Thirty-nine rural adults recruited by community partners.


METHODS
Content analysis of findings from individuals in four focus groups who participated in general discussion and reviewed eight print ads related to secondhand smoke (SHS) and smoke-free policy.


RESULTS
Six content themes were identified: smoking/SHS dangers, worker health, analogies, economic impact, rights, and nostalgia. Seven message characteristics were recognized: short/to the point, large enough to read, graphic images, poignant stories, statistics/charts/graphs, message sender, and messages targeting different groups. Four media delivery channels were considered most effective: local media, technology, billboard messages, and print materials.


CONCLUSIONS
Seeking input from key informants is essential to reaching rural residents. Use of analogies in media messaging is a distinct contribution to the literature on effective smoke-free campaigns. Other findings support previous studies of effective messaging and delivery channels. Further research is needed to examine effectiveness of themes related to message content in smoke-free ads and delivery strategies. Effective media messaging can lead to policy change in rural communities to reduce exposure to SHS.
College of Nursing, University of Kentucky, Lexington, Kentucky.
Carol A
CA
Riker
College of Nursing, University of Kentucky, Lexington, Kentucky.
Karen M
KM
Butler
College of Nursing, University of Kentucky, Lexington, Kentucky.
JaNelle M
JM
Ricks
College of Nursing, University of Kentucky, Lexington, Kentucky.
Rachael A
RA
Record
College of Nursing, University of Kentucky, Lexington, Kentucky.
Kathy
K
Begley
College of Nursing, University of Kentucky, Lexington, Kentucky.
Debra Gay
DG
Anderson
Colleges of Nursing and Public Health, University of Kentucky, Lexington, Kentucky.
Ellen J
EJ
Hahn
D000328:Adult; D000368:Aged; D001294:Attitude to Health; D005260:Female; D017144:Focus Groups; D058015:Health Communication / Q000379:methods*; D006801:Humans; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D036301:Qualitative Research; D012424:Rural Population; D061845:Smoke-Free Policy; D012907:Smoking / Q000009:adverse effects; D000074606:Smoking Prevention; D014028:Tobacco Smoke Pollution / Q000009:adverse effects / Q000517:prevention & control
D014028:Tobacco Smoke Pollution
Rural residents; media messaging; smoke-free policy