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Tips from Former Smokers: A Content Analysis of Persuasive Message Features
Christine Skubisz1, Alice Miller1, Liis Hinsberg1
11 Emerson College, Boston, MA, USA.
International Quarterly of Community Health Education
|September 22, 2018
Summary
The Centers for Disease Control and Prevention's Tips from Former Smokers campaign primarily used fear and guilt appeals. Most evidence came from personal narratives, suggesting future campaign designs should consider diverse persuasive strategies.
Area of Science:
- Health Communication
- Message Design
- Public Health Campaigns
Background:
- Extensive research exists on persuasive message design and its effects.
- Understanding effective message strategies is crucial for public health initiatives.
Purpose of the Study:
- To evaluate the message content of the Centers for Disease Control and Prevention's (CDC) Tips from Former Smokers campaign.
- To critically examine persuasive message design features within the campaign.
Main Methods:
- A content analysis was performed on 122 campaign messages (video, print, social media).
- Messages were coded for emotional appeals, evidence presentation, message framing, attitude functions, and source characteristics by four independent coders.
Main Results:
- Fear and guilt appeals were more prevalent than other emotional appeals in the campaign messages.
- Evidence was predominantly presented through first-hand narrative accounts from individuals with lived experience.
Conclusions:
- The campaign relied heavily on fear and guilt, with narrative evidence from personal experiences.
- Recommendations are provided for optimizing persuasive message design in future large-scale public health communication campaigns.
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