Abstract
Background: The WHO Framework Convention on Tobacco Control (FCTC) requires graphic health warnings (GHW) to feature prominently on cigarette packs to reduce desirability of tobacco consumption and, ultimately, change smoking behaviour. The use of fear appeal in GHWs is a subject of debate among scholars as it can lead to unintended
consequences, especially among adolescents.
Aim: This study empirically explores adolescents’ perceptions of existing GHW by exploring how social and cultural factors shape adolescents’ perception of GHW. We conduct our study in two different cultural contexts, the United Kingdom and a Middle Eastern Country (the State of Qatar).
Method: The study follows a multi-site qualitative research method. 35 Focus groups and 6 individual interviews were conducted with 141 adolescents aged (13-18 years old) in schools and youth organisations in both countries. The average age of participants was 14.94 and 14.97, in the UK and Qatar respectively.
Preliminary findings: The study is still a work in progress; we report the preliminary findings only in this paper. Some GHW were perceived to be effective in both countries alike. However, participants in both countries showed signs of unintended consequences such as rebelling against some of the messages. Participants in both countries showed common influencing social and cultural factors on their perceptions of the GHW
such as personal experiences, family relationships and general perceptions (eg. gender role).
Conclusion: The study highlights the importance of understanding the sociocultural context that needs to be taken into account when tailoring health messages. The study follows an innovative approach in qualitative interviewing and establishes policy implications by contributing to a body of knowledge that focuses on tailoring health interventions to the needs of the target audience.
consequences, especially among adolescents.
Aim: This study empirically explores adolescents’ perceptions of existing GHW by exploring how social and cultural factors shape adolescents’ perception of GHW. We conduct our study in two different cultural contexts, the United Kingdom and a Middle Eastern Country (the State of Qatar).
Method: The study follows a multi-site qualitative research method. 35 Focus groups and 6 individual interviews were conducted with 141 adolescents aged (13-18 years old) in schools and youth organisations in both countries. The average age of participants was 14.94 and 14.97, in the UK and Qatar respectively.
Preliminary findings: The study is still a work in progress; we report the preliminary findings only in this paper. Some GHW were perceived to be effective in both countries alike. However, participants in both countries showed signs of unintended consequences such as rebelling against some of the messages. Participants in both countries showed common influencing social and cultural factors on their perceptions of the GHW
such as personal experiences, family relationships and general perceptions (eg. gender role).
Conclusion: The study highlights the importance of understanding the sociocultural context that needs to be taken into account when tailoring health messages. The study follows an innovative approach in qualitative interviewing and establishes policy implications by contributing to a body of knowledge that focuses on tailoring health interventions to the needs of the target audience.
| Original language | English |
|---|---|
| Title of host publication | Proceedings book: The 6th World Social Marketing Conference Edinburgh 4-5 June 2019 |
| Subtitle of host publication | Influencing Behaviour for Social Good |
| Publisher | World Social Marketing |
| Pages | 14-17 |
| Number of pages | 4 |
| ISBN (Electronic) | 9781999753429 |
| Publication status | Published - 2019 |
| Event | 6th World Social Marketing Conference: Influencing Behaviour for Social Good - Edinburgh, United Kingdom Duration: 4 Jun 2019 → 5 Jun 2019 https://wsmconference.com/edinburgh-2019 |
Conference
| Conference | 6th World Social Marketing Conference |
|---|---|
| Country/Territory | United Kingdom |
| City | Edinburgh |
| Period | 4/06/19 → 5/06/19 |
| Internet address |
