Trigg Joshua, Ela Ola, Bowden Jacqueline, Bartram Ashlea, Cenko Clinton, Bonevski Billie
Flinders Health and Medical Research Institute, College of Medicine and Public Health, Flinders University, (Kaurna) Bedford Park, South Australia 5042, Australia.
National Centre for Education and Training on Addiction, Flinders University, (Kaurna) Bedford Park, South Australia 5042, Australia.
Health Promot Int. 2023 Dec 1;38(6). doi: 10.1093/heapro/daad145.
Nicotine vaping products (NVPs) pose health risks associated with nicotine dependence and increased likelihood of tobacco consumption. Despite having a secondary role in smoking cessation, recreational NVP use is increasing among younger people. Vaping prevention campaigns aim to influence views on the health risks of vaping. This study examined perceptions of Australian and international vaping prevention campaigns among 27 young South Australians aged 16-26 years who do and do not use NVPs, to inform targeting and framing of vaping risk messaging. Participants viewed example materials from three vaping prevention campaigns: 'Epidemic', 'Do you know what you're vaping' and 'Unveil what you inhale'. Focus groups and interviews assessed whether materials were easily understood, appropriate, relevant, credible and effective in health communication. Participants indicated that all campaigns would influence their thoughts and actions related to vaping. The 'Do you know what you're vaping' campaign prompted thoughts about uncertainty about individual health risks, though participants did not indicate that this was enough to motivate vaping cessation. Participants considered the 'Unveil' campaign effective, with those who did not vape indicating they would click through to access resources, and those who did vape responding well to the 'challenge' aspect of the messaging. The 'Epidemic' campaign fear appeal did not clearly prompt change in vaping views or behaviours. Campaigns using a challenge approach may generate conversation about vaping harms, while fear appeals can be dismissed by younger audiences. Evidence-based short messages and the presentation of multiple versions of content were considered effective approaches.
尼古丁电子烟产品（NVPs）带来与尼古丁依赖以及烟草消费可能性增加相关的健康风险。尽管在戒烟方面起辅助作用，但娱乐性使用NVPs在年轻人中呈上升趋势。电子烟预防运动旨在影响人们对电子烟健康风险的看法。本研究调查了27名年龄在16至26岁之间、使用和不使用NVPs的南澳大利亚年轻人对澳大利亚和国际电子烟预防运动的看法，以为电子烟风险信息的定位和框架提供参考。参与者观看了三个电子烟预防运动的示例材料：“流行”“你知道你吸的是什么吗”和“揭开你吸入的东西的面纱”。焦点小组和访谈评估了这些材料在健康传播中是否易于理解、恰当、相关、可信且有效。参与者表示，所有运动都会影响他们与电子烟相关的想法和行动。“你知道你吸的是什么吗”运动引发了对个人健康风险不确定性的思考，不过参与者并未表示这足以促使他们戒烟。参与者认为“揭开面纱”运动有效，不吸电子烟的人表示他们会点击获取资源，吸电子烟的人对信息中的“挑战”部分反应良好。“流行”运动的恐惧诉求并未明显促使电子烟观念或行为发生改变。采用挑战方法的运动可能会引发关于电子烟危害的讨论，而恐惧诉求可能会被年轻受众忽视。基于证据的短信息以及多种版本内容的呈现被认为是有效的方法。
