Creating Effective Media Messaging for Rural Smoke-free Policy

Public Health Nursing
Carol A RikerEllen J Hahn

Abstract

Objectives were to (1) explore perceived effectiveness of existing smoke-free print advertisements in rural communities and (2) generate message content, characteristics, and media delivery channels that resonate with residents. Qualitative methods design. Thirty-nine rural adults recruited by community partners. Content analysis of findings from individuals in four focus groups who participated in general discussion and reviewed eight print ads related to secondhand smoke (SHS) and smoke-free policy. Six content themes were identified: smoking/SHS dangers, worker health, analogies, economic impact, rights, and nostalgia. Seven message characteristics were recognized: short/to the point, large enough to read, graphic images, poignant stories, statistics/charts/graphs, message sender, and messages targeting different groups. Four media delivery channels were considered most effective: local media, technology, billboard messages, and print materials. Seeking input from key informants is essential to reaching rural residents. Use of analogies in media messaging is a distinct contribution to the literature on effective smoke-free campaigns. Other findings support previous studies of effective messaging and delivery channels. Furthe...Continue Reading

References

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Sep 4, 2014·The Journal of Rural Health : Official Journal of the American Rural Health Association and the National Rural Health Care Association·Ellen J HahnNancy York

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Citations

Feb 19, 2019·Western Journal of Nursing Research·Kelly Buettner-SchmidtBrody Maack
Jul 16, 2017·Tobacco Control·Heather N Platter, Steven B Pokorny
Mar 21, 2020·BMC Public Health·Samantha RowbothamPenelope Hawe
Jan 19, 2018·American Journal of Public Health·J Travis DonahoeNancy L Fleischer

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