Shahwan Shazana, Fauziana Restria, Satghare Pratika, Vaingankar Janhavi, Picco Louisa, Chong Siow Ann, Subramaniam Mythily
Research Division, Institute of Mental Health, Singapore.
Tob Control. 2016 Dec;25(e2):e101-e106. doi: 10.1136/tobaccocontrol-2015-052692. Epub 2016 Mar 4.
Youths are more likely to rebel against messages perceived to inhibit their independence. In order for antismoking campaigns to be effective with this population, adopting evidence-based strategies is crucial. In this study, we examined youths' reaction to past and ongoing antismoking campaigns, and delineate effective and ineffective components of campaigns as identified by them.
12 focus group discussions were conducted with 91 youth smokers aged 15-29 years. Data were analysed using qualitative content analysis. A codebook was derived through an iterative process. The data were coded systematically by three coders, using Nvivo V.10.
Fear appeals that had no immediate relevance to youths, and campaigns involving humour or sports/dance activities that distracted youths from the antismoking messages, were deemed ineffective. In contrast, elements identified to be efficacious were: positive tone, low-fear visual images, 'low-controlling language' and a genuine spokesperson. Youth tended to favour campaigns circulating on social media platforms. Importantly, youths voiced a lack of tangible support for their efforts to quit smoking.
Participants expressed a preference towards antismoking messages that were less authoritative, and perceived a distinct lack of support for their intentions to quit smoking. There is room for incorporating suggestions by participants in future antismoking campaigns. Future research is needed to identify barriers to accessing available support.
青少年更有可能反抗那些被认为会抑制他们独立性的信息。为了使反吸烟运动对这一人群有效，采用基于证据的策略至关重要。在本研究中，我们调查了青少年对过去和正在进行的反吸烟运动的反应，并勾勒出他们所确定的运动的有效和无效组成部分。
对91名年龄在15至29岁的青少年吸烟者进行了12次焦点小组讨论。使用定性内容分析法对数据进行分析。通过反复过程得出一个编码手册。由三名编码员使用Nvivo V.10对数据进行系统编码。
与青少年没有直接关联的恐惧诉求，以及那些通过幽默或体育/舞蹈活动分散青少年对反吸烟信息注意力的运动，被认为是无效的。相比之下，被确定为有效的要素有：积极的语气、低恐惧的视觉图像、“低控制性语言”和一位真诚的代言人。青少年倾向于支持在社交媒体平台上传播的运动。重要的是，青少年表示他们在戒烟努力方面缺乏切实的支持。
参与者表示更喜欢权威性较低的反吸烟信息，并认为他们的戒烟意图明显缺乏支持。在未来的反吸烟运动中纳入参与者的建议还有空间。需要进一步研究以确定获得现有支持的障碍。
