Photo: Latinos Stop Smoking Ads
Research finds positive media encouragement campaigns help Hispanic’s stop smoking.
The American Legacy Foundation surveyed 4,067 current adult smokers on media campaigns featuring diverse characters with sympathetic stop smoking messages. Results show a higher attempt to quit smoking amongst minorities who watched these media campaigns.
“In aiming messages at minority communities, the campaign must all be respectful of language, cultural beliefs and literacy levels,” he said. “And to influence behavioral change and outcome, it’s better to focus on influencing the consumer’s future about what he can do than criticizing and marginalizing about what he cannot,” said Alonza Robertson, chief strategist for Consigliere Emerging Media in New York.
The entire study will appear in the upcoming issue of the American Journal of Health Promotion.