• Research Review
• Journal Review

Authors: Sarah Durkin and Melanie Wakefield

Reference: Health Promotion International, doi:10.1093/heapro/dap044 http://heapro.oxfordjournals.org/cgi/content/abstract/dap044

Reviewer: Joaquin Barnoya, MD, MPH, Contributing Editor, ProCor; Research Assistant Professor of Surgery, Washington University in St. Louis, Missouri, USA; Director, Research and Education, Unidad de Cirugia Cardiovascular de Guatemala, Guatemala

Reviewer comments: This study is particularly relevant to developing countries. As mass media campaigns have proven useful to convey anti-smoking messages, costs have been a major limitation in the implementation of such campaigns. As this study shows, radio provides a cost-effective alternative to television. However, this study is limited by the endpoint as no quit rates were reported after exposure to either radio or television ads.

Purpose of study: To compare recall, recognition, emotional and cognitive responses, and intentions to quit after exposure to an emotive anti-smoking radio ad, with smokers' response after exposure to the concurrent television ad. Location of study: Victoria, Australia

Study design: The "Emphysema" radio ad was launched in Victoria in February 2005, ran on three radio stations, and was aired 146 times. In brief, the ad presented listeners with the sound of a man breathing in and out, accompanyied by a script describing what emphysema felt like. The "Bubblewrap" television ad was launched in February 2005 and coincided with the radio ad. It depicted a piece of Bubblewrap cut in the shape of two lungs and a trachea. Two other television ads were evaluated. The study used the Natural Exposure advertising research (NEAR) methodology. This methodology includes pre- and post-exposure interviews. Post-exposure interviews were conducted within 2-3 days of each of the programs being aired. Daily smokers aged between 18 and 59 years were recruited for each ad evaluation (n=306).

Results: Radio ads showed similar levels to the concurrent television ad on understanding (96% and 95%; respectively), believability (89% and 90%; respectively), concern about smoking (77% both), and motivation to quit (51% and 45%; respectively). Levels of unprompted recall were significantly higher for radio (20%) compared to television (6%). The radio ad also compared favorably against the other television ads. Thirty percent of respondents followed the breathing instructions described in the radio "Emphysema" ad.

Listen to the Emphysema radio ad at: http://quit.org.au/downloads/commercials/2005/QuitEmphysema.MP3