Using message adaptation and pre-testing to achieve resource efficiencies for best practice lung health communication programs in low- and middle-income country settings

Abstract

Background Effective message design is essential if lung health communication programs are to be cost efficient as well as meeting behavioural objectives. Strong and scientific methodology of message testing precedes development of any mass media campaign. There is a need of a careful combination of scientific content and marketing expertise to make a campaign effective and impactful. The most important component of any effective media campaign is to allow target audience to view, engage and respond to the campaign. Hence, adaptation and pre-testing of messages becomes important to test the comprehension, understanding and potential effectiveness of the campaign. Methods Twelve scripts were adapted from successful tobacco control communication programs conducted in high-income countries. The scripts were adapted to address smoking, smokeless tobacco use, and second-hand smoke, following which they were developed into animatics (animated video and audio executions) for ease of interpretation, and pre-tested through 20 FGDs with tobacco users and non-users conducted in India. Qualitative discussion and quantitative assessment was conducted through self-administered questionnaires with thirteen standardised items and 5 point Likert scales. Results Quantitative findings identified that a number of concepts for smoking/smokeless tobacco, and second-hand smoke scored consistently highly against indicators including: message was easy to understand, taught me something new, is believable, is relevant to my life, and; l would be likely to talk to someone else about this message. Qualitative findings provided insights into diagnostic amendments for the concepts. Conclusions Following analysis of findings, highly rated concepts were modified and final television and radio public service announcements were produced to support government of India, Cigarettes and Other Tobacco Product Act (COTPA) communication programs (sample animatics and final PSAs to be shared during the presentation).

Keywords

• WCTOH