An analysis of print and audiovisual materials to prevent smokeless tobacco use

We analyzed 28 examples of smokeless tobacco educational print and audiovisual materials based on two criteria: (1) strength of the scientific bases for the selected materials, and (2) appropriateness of the materials for the known populations at risk to smokeless tobacco ever-use. We concluded that these materials in general are authoritative and provide the cancer educator with a solid scientific basis to initiate a primary prevention strategy. Nonetheless, some updating of materials to include the latest scientific findings (eg, cardiovascular and physiological/addictive effects) is needed. In terms of appropriateness of materials, we noted that the focus of materials was correctly targeted to young, white males; however, most materials tended to be aimed at seventh grade and beyond reading and social levels. Few, if any, materials were aimed at the other group at risk to smokeless tobacco adoption, namely youth in the early elementary grades. Consequently, while smokeless tobacco educational materials are generally authoritative, the cancer educator must still customize both the selection of materials and the educational approach to populations at risk.