Social Marketing and awareness Of Smoking.

RESULTS: 

SET A: 3 MARLBORO PACKS WITH DIFFERENT WARNING.

            A11                                        B22                                        C33

             

On back of product A11there is a warning indicating “Smoke contains benzene, nitrosamines, formaldehydes and hydrogen cyanide”.

Similarly, back of B22 indicates “Smoking seriously harms you and others around you.”

 So on back of C33 indicates “Your doctor or your pharmacist can help you stop smoking.”

SET B: VISUAL WARNINGS INDICATING VARIOUS HEALTH PROBLEMS OCCURS DUE TO EXCESSIVE SMOKING.

SET C: WARNINGS ON CESSATION AND SUPPORT:

[i]

Considering the three different packs of Marlboro cigarettes in Set A, respondents said that graphical visuals reached much easier than textual warnings and is much more effective. Outcomes of focus group were segmented on basis of age group 18-26, 27-36 years.  The pack of Marlboro cigarettes with pictorial visuals was less attractive but more convincing as compared to those with textual warnings (18-26 years). On sample B22 with tag line “Smoking seriously harms you and others around you.” Respondents replied saying that plain packaging is less attractive but very effective to quit smoking. It is very helpful in motivating smokers to quit smoking. There were few responses on the third sample C33 stating the tag line “Your doctor or your pharmacist can help you stop smoking.” on the back of Marlboro pack. 21 out of 30 respondents felt it was helpful, effective and will educate youth to quit smoking. Whereas, others felt it was not helpful for chain smokers and will not help to quit smoking.

Now moving to SET B, which shows the various effects and disease caused due to excessive smoking. The respondents were told to express their views in writing about what they feel after seeing those visuals.

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[i] Gallopel-Morvan K, et al, The use of visual warnings in social marketing: The case of tobacco, Journal of BusinessResearch (2009).