The following is a summary of “Motivation to quit tobacco; Impact of different types of Anti-tobacco state-sponsored media propaganda messages,” published in the April 2023 issue of Primary Care by Kumari, et al.

Mass media messages against tobacco use have the potential to reach a large audience and play a significant role in changing the motivational stages of recent tobacco quitters. Motivation is crucial in driving behavioral change, and both internal and external factors can influence it. Intrinsic motivation, such as a desire to quit tobacco, is important, but external factors like pro-tobacco advertisements, anti-tobacco advertisements, peer pressure, celebrity influence, and family members’ influence also play a role.

A total of 400 individuals who recently quit tobacco were selected from four colleges using a multistage sampling method. A time series research design was employed to collect data at three time points: 0, 1, and 3 months. The participants were divided into four groups: a personal testimony group, a health warning group, celebrity-influenced public service announcements, and a natural exposure group. Anti-tobacco video clips and pictures were delivered to the participants via phone thrice weekly according to their assigned groups. The motivational stage of all four groups was assessed using a contemplation ladder at 0, 1, and 3-month intervals.

Anti-tobacco personal testimonial media messages were the most effective in enhancing motivation to quit tobacco. Health warning messages about the dangers of tobacco use also proved effective in maintaining high levels of motivation to abstain from smoking. However, public service announcements influenced by celebrity endorsements could have been more effective in sustaining motivation to quit tobacco at higher levels.

In conclusion, state-sponsored media messages against tobacco, personal testimonials, and health warnings about tobacco products effectively maintain and enhance motivation to quit tobacco use. The findings highlighted the importance of utilizing targeted media campaigns to support individuals in their journey to quit smoking.

Source: journals.lww.com/jfmpc/Fulltext/2023/04000/Motivation_to_quit_tobacco__Impact_of_different.19.aspx