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Arnold School of Public Health

Campaign Development and Evaluation

Active Research

Communicating about nicotine and differential risks of tobacco products: Reduced Nicotine Messaging

The US Food and Drug Administration is considering a policy to reduce nicotine levels in all cigarettes so that they are no longer addictive. Effective communications about this policy are important as consumers may view these products as less harmful which could deter quitting or promote use among nonsmokers. Our aims to identify the effective messages that FDA can use in its communication campaigns.

Research activities:  We have assessed perceptions of nicotine and responses to different messages about the FDA nicotine reduction policy through focus groups with four key groups (i.e., current exclusive smokers, current smokers who also vape, ex-smokers, susceptible nonsmokers).  Based on these findings, we will use a discrete choice experiment with these key groups to test the relative effectiveness of different message content about this policy.  Finally, we will conduct a randomized controlled trial with 2 week follow-up to assess message effects on cessation-related perceptions and behaviors.

Funding Agency: National Cancer Institute/FDA (PIs JF Thrasher & L Popova, R01 CA239308)

People: Jim Thrasher (PI), Emily Loud, Charity Ntansah

Completed Research (Selected Projects)

El cigarro consume a tus hijos:  Evaluation of a mass media campaign to accompany pictorial health warnings on cigarette packs in Mexico

Media campaigns that accompany the implementation of pictorial warning labels may enhance their effects.  This evaluation of a radio, TV and billboard campaign linked to the initial roll out of pictorial health warning labels in Mexico found evidence of an added effect from the campaign.

Funding:  Bloomberg Global Initiative to Reduce Tobacco Use (PI Thrasher)

A mass media campaign to promote smoke-free policy in Mexico City

We designed and evaluated a social marketing campaign to promote norms and attitudes related to compliance with smoke-free policies in Mexico City, which was the first large jurisdiction in Latin America to adopt this policy.  Our evaluation indicated that the campaign was successful, after which other countries in the Americas adopted our campaign approach. 

Funding: Bloomberg Global Initiative to Reduce Tobacco Use (PIs JF Thrasher & M Hernández)

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