Pre-test of pictorial health warnings on tobacco products to test their effectiveness - study based in India
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1
Centre for Communication and Change India, India
2
World Health Organisation - India, India
3
Johns Hopkins University Center for Communication Programs, United States of America
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A751
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ABSTRACT
Background:
In 2014, the Government of India's Ministry of Health
& Family Welfare constituted an expert group for development of pictorial
health warnings for tobacco products. Accordingly, six prototypes were
developed with warnings displayed on the front and back occupying 85 percent of
the space. The packs visually showed the adverse impact of tobacco consumption.
The prototypes were pretested. The objective of the pretest was to assess
the effectiveness of the health warnings and messages on different target
groups in terms of noticeability, comprehension, informativeness, credibility,
legibility, clarity of color & design, and intention to change
behavior. The main task of the study was
to exhibit six types of pack warnings developed separately for cigarette, bidi,
and smokeless tobacco users and non-users and rank them based on their
reactions to each of the attributes listed above.
Methods:
The
pre-testing was undertaken in one district each of the three states of India. In all, the study area covered 28 locations. The total
number of respondents was 300 comprising of tobacco users and non-users. The sample included adult women and men. The
study used qualitative methodology for pre-testing the pack warnings on
cigarette, bidi and smokeless tobacco packs. It conducted: 28 focus group
discussions and 20 in depth interviews.
Results:
The study concluded that the image on
cigarette, bidi or smokeless tobacco packs is the main source of information. Pack
warnings which showed damage on the face or a disease were more impactful and
understood. Cigarette/ Bidi are often bought loose, especially by those who are
in the age group 18-25 years. Hence, the likelihood of noticing the pack
warning is much lower by this age group.
Conclusions:
The study recommended that the image and the written warning on the pack
must match and must be in English and an Indian language.