'It's about the smoke, not the smoker': messages that motivate rural communities to support smoke-free policies.

ABSTRACT: Rural residents are exposed to sophisticated tobacco advertising and tobacco growing represents an economic mainstay in many rural communities. There is a need for effective health messages to counter the pro-tobacco culture in these communities. To determine relevant cultural themes and key message features that affect receptivity to pro-health advertisements among rural residents, 11 exploratory focus groups and surveys with community advocates (N = 82) in three rural Kentucky counties were conducted. Participants reviewed and rated a collection of print media advertisements and branding materials used by rural communities to promote smoke-free policies. Findings reveal that negative emotional tone, loss framing, appeals to religiosity, and shifting focus away from smokers are effective

SUBMITTER: Kostygina G 

PROVIDER: S-EPMC3894665 | biostudies-literature | 2014 Feb

REPOSITORIES: biostudies-literature