Youth focused anti-smoking mass media campaigns: experimental study in Fiji Islands and Solomon Islands

Background: Preventing smoking and encouraging smokers to quit smoking is a public health priority in developing countries. As eighty percent of tobacco users begin smoking before they reach adulthood there is a need for youth focused tobacco control policies. Yet most developing countries have focused primarily on regulatory measures such as price control, restricting tobacco access and health warning on packages. Past studies have identified the need for incorporating mass media campaigns in developing an effective and comprehensive tobacco control. Purpose: Based on the theoretical hypothesis that more informed youths are more likely to choose healthy lifestyle, the objective of this study is to assess the impact of exposure to anti –smoking messages on smoking intensions amongst youths. Design: A randomised controlled experiment will be carried out to compare youths’ responses to a set of anti-smoking messages. Subjects: The total target sample is 1200 high school students between the ages of 13-18. Based on the smoking status the students will be grouped into either experimenting with smoking or susceptible nonsmokers or non susceptible non smokers. Main outcome measures: Smoking intensions measured before and after exposure to the anti–smoking advertisements. Implications: This ensures that the campaign concept and messages have the desired impact on the target audience when implemented country wide and also addresses areas where the campaign material may require adaptation.