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Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness.

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Images featuring vapor or devices were less liked but more effective in discouraging electronic vapor product (EVP) use. Warning label images were also more effective, suggesting their utility for vaping prevention campaigns.

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Area of Science:

  • Public Health
  • Health Communication
  • Behavioral Science

Background:

  • Electronic vapor product (EVP) use is prevalent among young people in the US.
  • There is a critical need for effective public health campaigns to educate youth about the risks of vaping.

Purpose of the Study:

  • To identify optimal images for a public health messaging campaign targeting young people.
  • To test the liking and perceived effectiveness (PE) of 32 different images related to vaping.

Main Methods:

  • Images were sourced from existing campaigns, warning labels, and other relevant visuals.
  • Images were coded for features such as people, vapor, devices, color, and similarity to warning labels.
  • 200 young adults recruited via Amazon Mechanical Turk rated images on liking and PE.

Main Results:

  • Images containing vapor or devices were less liked but perceived as more effective in discouraging vaping.
  • Images derived from warning labels were significantly more effective than non-warning label images.
  • Image features' effectiveness was consistent across both EVP users and non-users.

Conclusions:

  • Specific image features, while less likable, enhance perceived effectiveness in discouraging vaping.
  • The consistent effectiveness of certain imagery for both users and non-users supports their use in vaping prevention and reduction strategies.