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Online Smoking Cessation Advertising and Young Pacific Smokers in New Zealand

Published online by Cambridge University Press:  20 June 2017

Nalei Taufa ,
Ainsleigh Laumatia ,
Samantha Marsh ,
Natalie Walker ,
Robyn Whittaker  and
Christopher Bullen
Nalei Taufa
Affiliation:
The National Institute for Health Innovation, The University of Auckland, Auckland, New Zealand
Ainsleigh Laumatia
Affiliation:
Faculty of Medical and Health Sciences, The University of Auckland, Auckland, New Zealand
Samantha Marsh
Affiliation:
The National Institute for Health Innovation, The University of Auckland, Auckland, New Zealand
Natalie Walker
Affiliation:
The National Institute for Health Innovation, The University of Auckland, Auckland, New Zealand
Robyn Whittaker
Affiliation:
The National Institute for Health Innovation, The University of Auckland, Auckland, New Zealand
Christopher Bullen*
Affiliation:
The National Institute for Health Innovation, The University of Auckland, Auckland, New Zealand
*
Address for Correspondence: Professor Christopher Bullen, Director, The National Institute for Health Innovation (NIHI), School of Population Health, The University of Auckland, Private Bag 92019 Auckland 1142New Zealand. Email: [email protected]
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Abstract

Introduction: Social media advertising could be effective in promoting smoking cessation. However, it's salience to Pacific youth in New Zealand who smoke is unknown.

Aim: To explore the views that 18–25 year old Pacific smokers have towards online smoking cessation advertising.

Methods: Twenty young Pacific smokers, aged 18–25 years, were recruited through indirect snowballing methods interviewed in focus groups by a female Pacific researcher. Questions centred on smoking cessation advice via social media and devices, preferences for advertisements, effective features and implications for internet banner and ad designs, positive versus negative framing, cultural cues and motivations. The general inductive approach was used to analyse the data for common themes.

Results: Smartphones were the most common device and Facebook the social media site most often used by participants. The informants recommended that the advertisements should have the following features: central position, eye-catching, bold imagery using simple language; endorsed by Pacific Island personalities; and positively framed messages to secure and maintain interest. The collective nature of Pacific cultures should be leveraged and testimonies from previous smokers used to strengthen motivation and dispel common myths around smoking.

Conclusion: There are potential opportunities for social media to be used as a platform to promote smoking cessation among Pacific young people.

Type
Original Articles
Information
Journal of Smoking Cessation , Volume 13 , Issue 2 , June 2018 , pp. 92 - 102
Copyright
Copyright © The Author(s) 2017 

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