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EVALUATION2OF2AN2INNOVATIVE2ANTI4SMOKING2 - PowerPoint PPT Presentation

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EVALUATION2OF2AN2INNOVATIVE2ANTI4SMOKING2 ADVERTISEMENT2USING2A2NECK2CANCER2 PATIENTS2TESTIMONIAL2IN2MALAYSIA B Anti%smoking+TV+adverts+contribute+towards+reducing+ smoking+prevalence+by+preventing+cigare:e+uptake,+

  1. EVALUATION2OF2AN2INNOVATIVE2ANTI4SMOKING2 ADVERTISEMENT2USING2A2NECK2CANCER2 PATIENT’S2TESTIMONIAL2IN2MALAYSIA B • Anti%smoking+TV+adverts+contribute+towards+reducing+ smoking+prevalence+by+preventing+cigare:e+uptake,+ encouraging+qui:ing+[1]+and+increasing+calls+to+quitline+[2].+B • Adverts+with+personal+testimonial+and/or+graphic+imagery+ show+higher+ability+to+elicit+negative+emotional+response+ [3,4].+B • There+is+still+no+advert+depicting+personal+testimonial+of+ actual+cancer+patients+in+Malaysia.+Testimonial+of+a+62%year+ old+Malay+man+who+survived+neck+cancer+was+ videotaped +and+evaluated+qualitatively+using+focus+group+ discussions.B B [1]National+Cancer+Institute.+Assessing+the+effectiveness+of+mass+media+in+discouraging+smoking+behavior.+ The$Role$of$the$Media$in$Promoting$3 $$$$$and$Reducing$Tobacco$Use.$ Bethesda,+MD:+Department+of+Health+and+Human+Services,+2008,+479%546.B [2]Mosbaek+CH,+et+al.+The+association+between+advertising+and+calls+to+a+tobacco+quitline.++ Tob$Control$ 2007;+16(Suppl.+1):+i24%9.B [3]Terry%McElrath+Y,+et+al.+The+effects+of+anti%smoking+advertisement+executional+characteristics+on+youth+comprehension,+appraisal,+recall,+B +++and+engagement .$J$Health$Commun$ 2005;+10:127%43.B [4]Durkin+SJ,+Wakefield,+MA,+&+Spi:al+MJ.+Which+types+of+televised+anti%tobacco+campaigns+prompt+more+quitline+calls+from+disadvantaged+B +++++groups?+ Health$Education$Research$ 2011;+26(6):+998%1009.B

  3. ThemesB • Understanding :+ “This&video&tells&us&to&stop&smoking&...to& repent&and&not&become&like&him…”& (Smoker,$16$years$old)3 • Negative2Emotion : &“Watching&this&video&shows&that&it& really&occurred&(sigh)…frightening&to&watch…not&that&I&do& not&believe,&just&that&it&never&happened&before&my& eyes”& (Smoker,$36$years$old)$$3 • Self4reference :$ “I&feel&sorry&for&the&patient….puCing&myself& in&his&situation&…Yeah,&I&feel&sorry&for&myself&coz’&I’m&a& smoker&too.”&& (Smoker,$16$years$old)$3 • Self4regret :+ “I&feel&remorse&about&smoking…after&this&I& don’t’&want&to&smoke&anymore..”& (Smoker,$14$years$old)3 • Effectiveness :+B o “I&not&only&want&to&reduce&cigareCe&smoking&but&to&quit& completely.”& (Smoker,$16$years$old)3 o “Frankly&speaking&the&video&shown&just&now&is&not& effective&at&all….no&maCer&how&powerful….after&this&I& will&still&continue&to&smoke.”& (Smoker,$16$years$old)3

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