Preventive messages that work for parents

Behavioral economics suggests that the way a health message is presented significantly influences its effectiveness. In the case of preventive messages placed on tobacco products aimed at reducing smoking, as well as passive and deep-seated smoking, researchers at the University of Pennsylvania in the United States sought to identify the characteristics of the most effective messages among parents who smoke.

Terms of the study

The study published on June 22 in the journal American Academy of Pediatrics[1] which was conducted by 8 American researchers, is based on a sample of 180 parents, all tobacco users. The majority (66.1%) were women and the median age of the participants' children was 5 years old. The researchers asked these parents to rank the preventive messages according to their subjective importance. The messages presented are divided into three centers of interest to prevent losses or highlight health gains for children, parents or the family.

Study results

Among these three dimensions, smoking parents showed particular receptivity to messages related to children. This was followed by preventive messages related to the family, followed by those related to parents. Regarding the mention of loss or gain, preventive messages highlighting gains for children's health occupied the top three places in the ranking. Finally, in the end, we see that parents were more sensitive and receptive to messages addressing respiratory diseases, cancers, and health in general in children. Messages addressing the risks for children of becoming smokers themselves as they grow up or the financial aspects of smoking were relegated to second place in the priorities.

Interest of the study

If this study remains focused on parents' feelings about preventive messages, it is particularly because of the link that exists between individuals' intentions and their health behaviors. To encourage smoking cessation among parents, but also to avoid children's exposure to passive and ultra-passive smoking and thus achieve real progress in public health, it was necessary to focus on their perceptions. Indeed, identifying their primary source of motivation, in their decision to quit smoking, will help guide the design of preventive messages.

©Generation Without Tobacco

[1] https://pediatrics.aappublications.org/content/early/2020/06/18/peds.2019-3901

[i] https://medicalxpress.com/news/2020-06-cessation-messages-focusing-child-effective.html

©DNF - For a Zero Tobacco World |