Centre for Behavioural Research in Cancer, Cancer Council Victoria, 1 Rathdowne Street, Carlton, Vic 3053, Australia.
Tob Control. 2011 Nov;20(6):412-8. doi: 10.1136/tc.2010.039321. Epub 2011 Apr 7.
In Australia, introduction of pictorial health warnings on cigarette packets was supported by a televised media campaign highlighting illnesses featured in two of the warning labels--gangrene and mouth cancer.
Two studies examined whether the warnings and the television advertisements complemented one another. Population telephone surveys of two cross-sections of adult smokers measured changes in top-of-mind awareness of smoking-related health effects from before (2005; n=587) to after the pack warnings were introduced (2006; n=583). A second study assessed cognitive and emotional responses and intentions to quit after smokers watched one of the campaign advertisements, comparing outcomes of those with and without prior pack warning exposure.
Between 2005 and 2006, the proportion of smokers aware that gangrene is caused by smoking increased by 11.2 percentage points (OR=23.47, p=0.000), and awareness of the link between smoking and mouth cancer increased by 6.6 percentage points (OR=2.00, p=0.006). In contrast, awareness of throat cancer decreased by 4.3 percentage points, and this illness was mentioned in the pack warnings but not the advertisements. In multivariate analyses, smokers who had prior exposure to the warnings were significantly more likely to report positive responses to the advertisements and stronger post-exposure quitting intentions.
Television advertisements and pictorial health warnings on cigarette packets may operate in a complementary manner to positively influence awareness of the health consequences of smoking and motivation to quit. Jurisdictions implementing pictorial warnings should consider the benefits of supportive mass media campaigns to increase the depth, meaning and personal relevance of the warnings.
在澳大利亚，引入印有图片的健康警示标签的电视媒体宣传活动支持了香烟盒上的警示标签——坏疽和口腔癌。
两项研究检验了警示标签和电视广告是否相辅相成。对两个成年吸烟者的横断面进行了人口电话调查，以衡量在引入包装警示标签前后（2005 年；n=587；2006 年；n=583）对与吸烟相关的健康影响的首要意识的变化。第二项研究评估了吸烟者观看广告后的认知和情绪反应以及戒烟意向，比较了有和没有预先接触包装警示的人的结果。
2005 年至 2006 年间，意识到坏疽是由吸烟引起的吸烟者比例增加了 11.2 个百分点（OR=23.47，p=0.000），而意识到吸烟与口腔癌之间联系的比例增加了 6.6 个百分点（OR=2.00，p=0.006）。相比之下，对喉癌的认识下降了 4.3 个百分点，而这种疾病在包装警示中提到过，但在广告中没有提到。在多变量分析中，预先接触过警示的吸烟者更有可能对广告做出积极的反应，并在接触后表现出更强的戒烟意向。
电视广告和香烟盒上的图片健康警示标签可能以互补的方式运作，积极影响对吸烟健康后果的认识和戒烟的动机。实施图片警示的司法管辖区应考虑开展支持性大众媒体宣传活动的好处，以增加警示的深度、意义和个人相关性。
