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Messages About Tobacco and Alcohol Co-Users
Leah M Ranney1,2, Sarah D Kowitt1,2, Kristen L Jarman1
1Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina.
Journal of Studies on Alcohol and Drugs
|July 18, 2024
Summary
Messages detailing specific cancer risks from alcohol and combustible tobacco co-use may be more effective than general warnings. This research tested communication strategies for these combined risks.
Area of Science:
- Public Health
- Behavioral Science
- Cancer Research
Background:
- Alcohol and combustible tobacco co-use significantly increases cancer risk.
- Few interventions effectively communicate the dangers of this dual substance use.
- Understanding risk perception is crucial for developing targeted public health messages.
Purpose of the Study:
- To develop and test messages about the risks associated with alcohol and combustible tobacco co-use.
- To evaluate the effectiveness of different message framing strategies on perceived message effectiveness (PME).
- To inform the design of interventions aimed at reducing dual substance use and associated cancer risks.
Main Methods:
- A survey of 1,300 U.S. adults who used both alcohol and combustible tobacco within 30 days.
- Random assignment to four experiments testing message variations (specific effects vs. general term, cancer vs. noncancer effects, co-use descriptions, co-use vs. single-use).
- Assessment of message effectiveness using a validated perceived message effectiveness (PME) scale.
Main Results:
- Awareness of co-use health effects varied, with throat cancer awareness at 65.4% and colorectal cancer at 23.1%.
- Messages highlighting specific cancer health effects increased PME compared to noncancer effects.
- Messages detailing specific cancers like oral and colorectal cancer decreased PME compared to using the general term 'cancer'.
Conclusions:
- Messages focusing on specific cancer health effects of alcohol and combustible tobacco co-use can be effective.
- Careful message framing is necessary to maximize the impact of health communications on dual substance users.
- Further research is needed to optimize messaging for preventing cancer among individuals who co-use alcohol and tobacco.
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