Abstract
Children from disadvantaged families are particularly exposed to second hand smoke in their home environment. Using a mixed methods participatory approach, we aimed at identifying suitable media channels and appropriate content for a campaign increasing caregivers’ knowledge about the risks of second hand smoke (SHS) exposure for their children and appropriate measures for exposure reduction. In the first phase of the mixed method design, we evaluated knowledge and norms about children’s SHS and perceived barriers for avoiding it. To this end, we conducted 26 one-to-one interviews with smoking caregivers of children below the age of six years. Subsequently, we developed and illustrated core messages and identified appropriate communication channels. These were evaluated in focus group discussions by 20 of the 26 interview participants. After a final revision, 121 caregivers evaluated the campaign via an online questionnaire. Online social networks were identified as the most suitable media channel. For these, we developed animated photos with voiceovers addressing the potential consequences of SHS for children. The overall rating of the campaign messages was promising. Participants confirmed that it was important to address the issue in social media. However, sharing the pictures was considered unlikely due to the sensitive topic of the campaign, while the importance of doctors or scientists being recognizable as a source was highlighted. Employing a participatory approach, we developed an m-health campaign, which can now be disseminated in social networks to reach the target population. The effectiveness of the campaign should be evaluated.
Highlights
According to the estimates of the World Health Organization (WHO), each year 150,000 children and adolescents die as a consequence of exposure to second hand smoke (SHS) [1]
Twenty-two interviewees identified themselves as smokers, while four were non-smokers or ex-smokers but lived together with a smoking partner
Eighteen of them were born in Germany, the others had lived in Germany for an average of 15 years
Summary
According to the estimates of the World Health Organization (WHO), each year 150,000 children and adolescents die as a consequence of exposure to second hand smoke (SHS) [1]. A relatively new option of employing media for interventions is the distribution of health-related information via electronic media (so called “e-health”), especially mobile communication devices and social online networks (“m-health”) One of their main advantages is that they potentially reach a large number of users at low costs as compared to interpersonal counselling. Using a largely participatory approach, we aimed at identifying media channels and appropriate content for an m-health campaign increasing knowledge about the risks of second hand smoke exposure and appropriate measures for exposure reduction among disadvantaged caregivers in Germany
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