Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Novel means of using cigarette packaging and cigarettes to communicate health risk and cessation messages: A qualitative study
Author(s): Moodie, Crawford
Purves, Richard
McKell, Jennifer
De Andrade, Marisa
Contact Email:
Keywords: tobacco
packaging and labelling
harm reduction
public policy
Issue Date: 1-Jun-2015
Date Deposited: 17-Mar-2015
Citation: Moodie C, Purves R, McKell J & De Andrade M (2015) Novel means of using cigarette packaging and cigarettes to communicate health risk and cessation messages: A qualitative study. International Journal of Mental Health and Addiction, 13 (3), pp. 333-344.
Abstract: Tobacco packaging provides an important means for governments to communicate the health risks associated with smoking. This study explores novel ways in which cigarette packaging, including cigarettes, can be used to communicate health risk and cessation messages. Eight focus groups were conducted with young women smokers (N = 49), aged 16-24years, recruited in Glasgow (Scotland). Each group was shown cigarette packs featuring Quick Response barcodes which link to stop-smoking websites if scanned by a smartphone; cigarette packs with audio messages explaining the risks associated with smoking or providing information on quitting; and cigarettes displaying the warning ‘Smoking kills'. We explored perceptions of each of these designs. Each design received a mixed response but all were perceived to have some value in communicating risk or cessation messages. Many participants were not aware of how Quick Response barcodes worked and only a few actually used them, but they were nevertheless viewed positively, with the link to stop-smoking websites considered appropriate and educational. The packs which played audio messages were viewed as embarrassing and annoying, with this discomfort related to the perceived difficulty in avoiding the warning. The on-cigarette warning was considered a reminder of the health risks and off-putting given the perceived discomfort of smoking a cigarette displaying ‘Smoking kills' in public. This study advances our understanding of how cigarette packaging and cigarettes could potentially be used to communicate with consumers.
DOI Link: 10.1007/s11469-014-9530-1
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Moodie_IJMHA_2015.pdfFulltext - Published Version410.89 kBAdobe PDFUnder Permanent Embargo    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.