A qualitative study published in BMC Public Health, conducted by lead author Chineme Enyioha, MD, MPH, and colleagues, aimed to design effective communication strategies to support health warning labels (HWLs) on little cigars and cigarillos (LCCs), a tobacco product increasingly popular among young adults, particularly within Black communities. With nearly 9 million adults in the U.S. consuming cigars, the rise in LCC usage occurs against a backdrop of declining cigarette consumption, necessitating targeted health communication efforts to mitigate the associated health risks, including various cancers.
The study, “Message Development for a Communication Campaign to Support Health Warning Labels on Cigars: A Qualitative Study,” established four types of messages for the graphic HWLs: explanatory, testimonial, inquisitive, and recommendation, each illustrating the health risks tied to LCC usage. Through online focus groups with 36 participants aged 18-25 who were current LCC users, the researchers assessed how these messages resonated with the audience concerning their perceived effectiveness and relatability.
The researchers’ findings revealed four primary themes:
- Credibility of Message and Messenger: Participants noted that messages with factual, non-biased information were more credible. Testimonial messages, particularly those from health professionals, were deemed trustworthy and impactful, prompting participants to consider the dire health consequences of LCC usage.
- Personal Relevance: Messages that referenced personal experiences, particularly concerning family or friends, emotionally engaged participants, prompting them to reflect on the health implications of their tobacco use. Individuals felt more motivated to consider quitting when the messages resonated with their experiences or those of their close contacts.
- Succinct and New Information: Participants expressed a strong preference for messages that offered novel information, particularly regarding lesser-known health risks associated with tobacco use, such as the link between LCCs and cancers of the esophagus and colon. This desire for new content reflects a need for impactful messaging that combats existing knowledge complacency regarding tobacco.
- Tone and Language: The study highlighted that messages perceived as “marketing” or overly coercive were viewed negatively. Participants preferred straightforward, neutral language that did not come across as authoritative or insincere. This finding underscores the importance of authentic communication that allows individuals to make informed choices about their behavior.
These insights emphasize the necessity for health communication campaigns to prioritize the authenticity and relatability of their messages. Specifically, credible sources and relatable narratives are crucial in creating resonance with young adults. Furthermore, the study illustrates the potential for tailored health communication strategies that respond to the unique consumption patterns and perceptions of cigar users, particularly among younger demographics.
The research adds vital data to the sparse literature exploring effective communication strategies for LCCs, offering both a framework for future campaigns and a guide for regulatory bodies like the FDA that seek to enhance public understanding of the risks associated with tobacco use. By focusing on credibility, personal relevance, brevity, and appropriate tone, campaigns can significantly improve their effectiveness in changing perceptions and behaviors surrounding LCC use.
Enyioha and colleagues note the focus on a specific demographic and the impact of diverse tobacco usage patterns, suggesting that future research should explore these nuances and their implications for tailoring public health messages more effectively. The rising use of LCCs among young adults calls for urgent, clear communication strategies that not only inform but also resonate with targeted audiences to promote healthier choices and reduce tobacco consumption.
UNC Tobacco Prevention and Evaluation Program colleagues Sonia Clark, MHA; Kristen Jarman, MSPH; and Adam Goldstein, MD, MPH; former UNC undergraduate student Remi Philips; former UNC graduate student Selena Kleber, MPH; and University of South Carolina’s James F. Thrasher, PhD, MA, MS, contributed to the study.
Read the full study here.