PMID- 27432914
OWN - NLM
STAT- MEDLINE
DCOM- 20180330
LR  - 20180621
IS  - 1468-3318 (Electronic)
IS  - 0964-4563 (Linking)
VI  - 26
IP  - 4
DP  - 2017 Jul
TI  - Raw and real: an innovative communication approach to smokeless tobacco control 
      messaging in low and middle-income countries.
PG  - 476-481
LID - 10.1136/tobaccocontrol-2016-052968 [doi]
AB  - The evidence on the efficacy of tobacco control messages in low and middle-income 
      country (LMIC) settings is limited but growing. Low message salience and 
      disengagement, in the face of tobacco control messages, are possible barriers to 
      self-efficacy and cessation-related behaviours of tobacco users. Although 
      adaptations of existing pretested graphic and emotional appeals have been found 
      to impact on behaviours, more personalised, culturally relevant and compelling 
      appeals may more fully engage message receivers to elicit optimal behavioural 
      responses. The objective of these case studies is to use lessons learnt from 
      high-income country tobacco control communication programmes, and adapt practical 
      approaches to provide cost-effective, culturally nuanced, graphic and 
      personalised messages from tobacco victims to achieve the optimal behavioural 
      impact for population-level communication campaigns in the resource-constrained 
      settings of LMICs. The 'raw and real' messaging approach, which emanated from 
      message pretesting in India, outlines creative and production processes for the 
      production of tobacco victim testimonials, given the need to source patients, 
      facing life-threatening conditions. This cost-efficient approach uses real 
      tobacco victims, doctors and family members in a cinema verite style approach to 
      achieve more personalised and culturally resonant messages. The methodological 
      approach, used for the development of a number of patient testimonial messages 
      initially in India, and later adapted for tobacco cessation, smoke-free and 
      graphic health warning communication campaigns in other countries, is outlined. 
      Findings from campaigns evaluated to date are encouraging as a result of the 
      simple fact that true stories of local people's suffering are simply too 
      difficult to ignore.
CI  - Published by the BMJ Publishing Group Limited. For permission to use (where not 
      already granted under a licence) please go to 
      http://www.bmj.com/company/products-services/rights-and-licensing/.
FAU - Turk, Tahir
AU  - Turk T
AD  - Vital Strategies, New York, New York, USA.
FAU - Chaturvedi, Pankaj
AU  - Chaturvedi P
AD  - Tata Memorial Hospital, Head and Neck Cancer Ward, Mumbai, Maharashtra, India.
FAU - Murukutla, Nandita
AU  - Murukutla N
AD  - Vital Strategies, New York, New York, USA.
FAU - Mallik, Vaishakhi
AU  - Mallik V
AD  - Vital Strategies, New York, New York, USA.
FAU - Sinha, Praveen
AU  - Sinha P
AD  - National Tobacco Control Programme, Ministry of Health and Family Welfare, Delhi, 
      India.
FAU - Mullin, Sandra
AU  - Mullin S
AD  - Vital Strategies, New York, New York, USA.
LA  - eng
PT  - Journal Article
DEP - 20160718
PL  - England
TA  - Tob Control
JT  - Tobacco control
JID - 9209612
SB  - IM
MH  - *Communication
MH  - *Developing Countries
MH  - *Health Promotion
MH  - Humans
MH  - Smoking Cessation/*psychology
MH  - Smoking Prevention/*methods
MH  - *Tobacco, Smokeless
OTO - NOTNLM
OT  - Advertising and Promotion
OT  - Advocacy
OT  - Low/Middle income country
OT  - Media
OT  - Social marketing
EDAT- 2016/07/20 06:00
MHDA- 2018/03/31 06:00
CRDT- 2016/07/20 06:00
PHST- 2016/02/10 00:00 [received]
PHST- 2016/05/09 00:00 [revised]
PHST- 2016/05/31 00:00 [accepted]
PHST- 2016/07/20 06:00 [pubmed]
PHST- 2018/03/31 06:00 [medline]
PHST- 2016/07/20 06:00 [entrez]
AID - tobaccocontrol-2016-052968 [pii]
AID - 10.1136/tobaccocontrol-2016-052968 [doi]
PST - ppublish
SO  - Tob Control. 2017 Jul;26(4):476-481. doi: 10.1136/tobaccocontrol-2016-052968. 
      Epub 2016 Jul 18.