I Keep Looking at What I'm Doing to My Organs: Samoans' Responses to Adapted Anti-Tobacco Television Advertisements.

Elaine Umali,Robyn Whittaker,Helen Tanielu,Cam Sugden,Judith Mccool

doi:10.1177/10105395211020920

Abstract

There has been an increase of adapted tobacco control media campaigns in low- and middle-income countries. Adapting existing material offers many benefits especially to countries with limited resources. We adapted 3 television advertisements for the Tu'u Nei Loa Le Ulaula Tapa'a (Stop Smoking Now) campaign in Samoa. Adaption included rigorous efforts to ensure advertisements were culturally appropriate. To determine audiences' perception of anti-tobacco television advertisements to promote smoking cessation, we conducted 8 talanoa, a Pacific Islands research methodology, among 54 smokers and nonsmokers in Apia, Samoa. The talanoa were transcribed, translated, and thematically coded. Results suggest that the advertisements raised awareness on the negative health impacts of tobacco use, especially to the internal organs. Graphic and emotionally evocative advertisements, especially those that have an impact on the family, have greater potential to motivate Samoans to quit.

Highlights

There has been an increase of adapted tobacco control media campaigns in low and middle countries
Study findings provide preliminary evidence that adapting advertisements may offer a costeffective strategy to reduce smoking rates for low- and middle-income countries to use existing campaigns that have been proven effective in other countries
Do tobacco control mass media campaigns improve knowledge about smoking in a Pacific context? Our research examined public responses to a tobacco control advertising campaign adapted from high-income countries for Samoa

Summary

Introduction

There has been an increase of adapted tobacco control media campaigns in low and middle countries. Our research examined public responses to a tobacco control advertising campaign adapted from high-income countries for Samoa. Over the past few decades, the number of tobacco control mass media campaigns implemented in low- and middle- income countries have increased. The end-frame being the last 5-10 seconds of the video with final graphics, e.g., a logo Such adaptations are efficient ways of using funds as it can free up financial resources for media placement [7, 8]. It is considered an equitable approach to tobacco control, with the benefits of educational information being available to a mass audience

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