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Cancer Causes & Control
Published in: Cancer Causes & Control 1/2012

01-03-2012 | Original paper

Perceived effectiveness of pictorial health warnings among Mexican youth and adults: a population-level intervention with potential to reduce tobacco-related inequities

Authors: David Hammond, James Thrasher, Jessica L. Reid, Pete Driezen, Christian Boudreau, Edna Arillo Santillán

Published in: Cancer Causes & Control | Special Issue 1/2012

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Abstract

Purpose

Pictorial health warnings on cigarette packages are a prominent and effective means of communicating the risks of smoking; however, there is little research on effective types of message content and socio-demographic effects. This study tested message themes and content of pictorial warnings in Mexico.

Methods

Face-to-face surveys were conducted with 544 adult smokers and 528 youth in Mexico City. Participants were randomized to view 5–7 warnings for two of 15 different health effects. Warnings for each health effect included a text-only warning and pictorial warnings with various themes: “graphic” health effects, “lived experience”, symbolic images, and testimonials.

Results

Pictorial health warnings were rated as more effective than text-only warnings. Pictorial warnings featuring “graphic” depictions of disease were significantly more effective than symbolic images or experiences of human suffering. Adding testimonial information to warnings increased perceived effectiveness. Adults who were female, older, had lower education, and intended to quit smoking rated warnings as more effective, although the magnitude of these differences was modest. Few interactions were observed between socio-demographics and message theme.

Conclusions

Graphic depictions of disease were perceived by youth and adults as the most effective warning theme. Perceptions of warnings were generally similar across socio-demographic groups.
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Metadata
Title
Perceived effectiveness of pictorial health warnings among Mexican youth and adults: a population-level intervention with potential to reduce tobacco-related inequities
Authors
David Hammond
James Thrasher
Jessica L. Reid
Pete Driezen
Christian Boudreau
Edna Arillo Santillán
Publication date
01-03-2012
Publisher
Springer Netherlands
Published in
Cancer Causes & Control / Issue Special Issue 1/2012
Print ISSN: 0957-5243
Electronic ISSN: 1573-7225
DOI
https://doi.org/10.1007/s10552-012-9902-4

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