title: Qualitative study of Singaporean youths' perception of antismoking campaigns: what works and what does not.
abstract: Youths are more likely to rebel against messages perceived to inhibit their independence. In order for antismoking campaigns to be effective with this population, adopting evidence-based strategies is crucial. In this study, we examined youths' reaction to past and ongoing antismoking campaigns, and delineate effective and ineffective components of campaigns as identified by them.
  
  
  
  12 focus group discussions were conducted with 91 youth smokers aged 15-29 years. Data were analysed using qualitative content analysis. A codebook was derived through an iterative process. The data were coded systematically by three coders, using Nvivo V.10.
  
  
  
  Fear appeals that had no immediate relevance to youths, and campaigns involving humour or sports/dance activities that distracted youths from the antismoking messages, were deemed ineffective. In contrast, elements identified to be efficacious were: positive tone, low-fear visual images, 'low-controlling language' and a genuine spokesperson. Youth tended to favour campaigns circulating on social media platforms. Importantly, youths voiced a lack of tangible support for their efforts to quit smoking.
  
  
  
  Participants expressed a preference towards antismoking messages that were less authoritative, and perceived a distinct lack of support for their intentions to quit smoking. There is room for incorporating suggestions by participants in future antismoking campaigns. Future research is needed to identify barriers to accessing available support.
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Shazana
authors.initials: S
authors.lastname: Shahwan
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Restria
authors.initials: R
authors.lastname: Fauziana
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Pratika
authors.initials: P
authors.lastname: Satghare
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Janhavi
authors.initials: J
authors.lastname: Vaingankar
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Louisa
authors.initials: L
authors.lastname: Picco
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Siow Ann
authors.initials: SA
authors.lastname: Chong
authors.affiliation: Research Division, Institute of Mental Health, Singapore.
authors.forename: Mythily
authors.initials: M
authors.lastname: Subramaniam
mesh_terms: D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D004522:Educational Status; D019317:Evidence-Based Medicine / Q000379:methods; D005239:Fear; D005260:Female; D017144:Focus Groups; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007802:Language; D008297:Male; D036301:Qualitative Research; D012907:Smoking / Q000009:adverse effects / Q000523:psychology*; D000074606:Smoking Prevention / Q000379:methods*; D055815:Young Adult
keywords: Cessation; Health Services; Prevention