Media campaign message themes
| Message category | Description |
|---|---|
| |
| Short term | Short term smoking effects, such as loss of breath, yellow teeth, bad breath, or financial consequences |
| Long term | Long term smoking effects, including disease (emphysema, cancer) and death |
| Family | Familial consequences of smoking and parent or sibling influence on smoking among youth |
| Addiction | Highlights the fact that cigarettes are highly addictive, or portrays individuals with a loss of control over their lives |
| |
| Deglamorisation | Explicitly portrays smoking as gross, stupid, crazy, not “cool”, silly looking, or unattractive |
| Smoking norms | Dispels perception among teens that everyone smokes; portrays cigarette smoking as an individual choice |
| |
| Smoker as negative role model | Former and current smokers tell their story of how tobacco caused severe consequences for them |
| Celebrity appeals | Uses famous actors, models, or athletes |
| |
| Tobacco industry | Documents efforts by the industry to deny addictive nature of product, lie, and target teens via advertising |
| Cigarette chemicals | Illustrates that cigarettes contain numerous dangerous chemicals (that is, ammonia) |
| Highlights the dangers of secondhand smoke, including short (bothers others) and long term (disease) impacts |
| Shows efforts to reduce the sale of cigarettes to minors or demonstrates the legal risks of selling to minors |