Effective Digital Media Messages for Tobacco Prevention with Generation Z

Theoretical Background and research questions/hypothesis: Mass media smoking prevention campaigns have been recommended as a “best practice” in reducing tobacco use among youth. Digital media campaigns can repurpose mass media such as TV ads into digital videos as part of a digital campaign. However, research is limited on the effectiveness of tobacco prevention messages delivered through digital video. This study investigates messages used in TV ads to understand which messages have the most potential to be repurposed as web videos in a digital media campaign. 

Methods: A total of 37 focus groups were conducted with high school teens in Rhode Island (n=166), New Mexico  (n=77) and Ontario (n=123). Eligible teens were past 30-day tobacco users or susceptible non-users. Teens filled out surveys assessing tobacco use and tobacco-related knowledge. Teens were exposed to up to 15 ads and, for each ad, were asked its effectiveness and a series of receptivity items assessing whether the ad stimulated thought, was emotionally evocative, funny, serious, provided new information and other characteristics. Following individual assessment of each ad, group discussion followed. The association between ad effectiveness and characteristics were analyzed using correlation analysis and backwards regression. Qualitative data were coded and examined for general themes. 

Results: Overall, the sample was roughly split by gender. Race/ethnicity differed by area with higher rates of White teens in Ontario, and higher rates of Hispanic teens in New Mexico. Lifetime tobacco use ranged from 51% in Rhode Island to 86.5% in New Mexico, and past 30-day tobacco use ranged from 37% in Rode Island to 77.3% in New Mexico. Analysis indicated that ad effectiveness was most positively associated with ads that were rated as serious, more interesting, emotionally evocative, made teens think and provided new information. Ads that were rated as funny were least likely to be rated as effective. Additionally, teens preferred ads that used the “reality” technique as opposed to dramatization or first-person testimonials. Receptivity to certain ad types, such as those featuring tobacco-related social justice issues, differed by smoking status and peer crowd. Teens also responded more favorably to ads that featured teens from their peer crowd rejecting tobacco.

Conclusions:  To effectively reach teens at highest risk of tobacco use, digital media campaigns should repurpose anti-tobacco TV ads that are serious, emotional and feature new information, ideally in a “reality” format delivered by teens in the same peer crowd being targeted by the campaign. Pre-testing of ads is essential to ensure that content and execution are most effective in preventing tobacco use in those most at risk.

Implications for research and/or practice:  Thousands of TV ads have been developed to counter-market teen tobacco use. However, not many tobacco prevention campaigns have the funding necessary to implement mass media campaigns. Some TV ads can be repurposed as web videos in digital media campaigns, which can be implemented with significantly less funds.