RHP&EO is the electronic journal of the International Union for Health Promotion and Education

Provocative Anti-Smoking Appeals In Mass Media Campaigns-On Adolescent Smoking Behaviour?

Hafstad Anne & Aaro Leif E

Cancer Registry of Norway, Oslo, Norway, and Research Center for Health

During the period 1992-1994 three provocative anti-smoking mass media campaigns targeting adolescents were carried out in one county in southeastern Norway. The aims of the study were firstly to describe short-term reactions towards each individual campaign and secondly to analyze the relationship between affective reactions to the campaign, campaign-related discussions, and short-term behavioural reactions. Finally, to examine the total impact of all three campaigns on smoking habits of adolescents.

Two counties of similar size and demography were chosen as the intervention (Buskerud) and control (Ostfold) county. A cohort of 11.033 students aged 14 and 15 years, 5.309 in Buskerud and 5.724 in Osfold, was established in the spring of 1992, to be followed until the age of 17 and 18 in 1995. The evaluation has been based on a series of surveys, a baseline survey in both counties in 1992, three surveys following each of the campaigns in the intervention county (1992, 1993 & 1994), and a final-post campaign survey in both counties in 1995.

The results indicates that the three campaigns, using provocative appeals, may have had an impact on adolescent smoking behaviour, one year after completion of the last campaign.

Separate evaluations of each of the campaigns revealed that interpersonal communication and positive affective reactions towards the campaign were important determinants of short-term positive behavioural reactions. Negative affective reactions, on the other hand, had no impact or to some extent a negative association with short-term reactions. However, adolescents with negative affective reactions had discussed the campaign more than others, and such discussion positively influenced short-term reactions. Overall, girls seem to have reacted more favourable towards the campaigns than boys, presumably because two of the campaigns targeted girls in particular.

In conclusion, the present study brings promising results, and future research on the use of mass media campaigns aiming at reducing the smoking prevalence of adolescents should focus on affective responses in, and interpersonal communication processes among adolescents. The use of provocative messages, may however, lead to unintended negative effects, and care should be taken when using such appeals in future interventions.

Internet Explorer 5.0 or later version gives the optimal visual effect of this website.