Melanie Wakefield, Sarah Durkin, Megan Bayly and external collaborators
2008 to present
This study uses a standardised quantitative and qualitative methodology to pre-test a series of 10 anti-smoking ads with 24 adult smokers in each of 10 low- and middle-income countries with high smoking prevalence.
At least half of the ads tested in each country are those that have previously performed well in high income countries and with some adaptation could be culturally acceptable for other nations.
Pre-testing seeks to determine overall message acceptance and impact, as well as elements of the as that may required further adaptation to maximise their potential. This study is assessing the extent to which certain types of ads may be highly transferable across countries, in order to facilitate rapid adoption of mass media campaigns to motivate smokers to quit in low-income countries.
Contact: Melanie Wakefield at email@example.com
Publications: Pre-testing of televised anti-smoking advertisements and media campaign evaluation in low- and middle-income countries
World Lung Foundation as part of the bloonberg Global Tobacco Initiative