Effective Media Messages and Channels for Rural Smoke-free Policy

Audience: Tobacco control advocates and researchers. Key Points: The study evaluated messages and delivery channels for secondhand smoke (SHS) and smoke-free policy education in rural communities. It was part of a five-year study in which stage-based, tailored interventions were evaluated for their effectiveness in advancing smoke-free policy in rural areas. Rural populations are disproportionately affected by SHS exposure and tobacco-related disease and death. Their self-reliance and the importance of personal freedoms may make smoke-free laws seem incompatible with their values. Culturally sensitive messages and credible channels are crucial in building demand through media campaigns. Rural adult residents of two Treatment Counties were recruited to evaluate existing messages and make recommendations about new messages and delivery channels for rural areas. The counties were chosen because the major city in each was smoke-free, but the rural county was not. The study was descriptive, using a focus group design. An anonymous survey was administered covering demographics and views on SHS and smoke-free policy. Preliminary analyses yield messaging principles for rural areas: 1. Use few words to convey a message or “we won’t read it!” 2. Provide basic information on secondhand smoke. 3. Use photos and personal narratives from the community; “then we’ll read it!” 4. Use serious vs. humorous messages; avoid gory or scary messages. 5. Use a variety of communication channels, including low-cost ones (posters, church bulletin inserts) and community-specific outlets (e.g., cable weather channel crawler). Educational Experience: PowerPoint and lecture/discussion. Benefits: Principles of rural media messaging can be applied in other rural areas.