The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #65325

Isabel C. Scarinci, PhD, MPH¹, Danielle dos Santos, BS², Andrea Silveira, MA², Bettina M. Beech, DrPH, MPH³, and Wendy Naumann, PhD⁴. (1) Division of Preventive Medicine, University of Alabama at Birmingham, MT 609, 1530 3rd Avenue South, Birmingham, AL 35294, (205) 975-7177, iscarinci@dopm.uab.edu, (2) Psychology, Pontificia Universidade Catolica do Parana, Rua Bento Viana, 1140, Curitiba, 80240, Brazil, (3) Psychology, University of Memphis, Psychology Building, Memphis, TN 38157, (4) Psychology, Ohio State University, 288 Arps Hall, 1945 N High Street, Columbus, OH 43210

Besides smoking restrictions in certain areas such as workplace and closed spaces, written and visual warning messages about the hazards of smoking have been used in tobacco control efforts at a policy level in many countries. The written warning on cigarette packs has been mandatory in Brazil since 1996. However, in 2001 Brazilian Congress passed a law on the inclusion of visual messages that reflected the written warning on the cigarette packs. Additionally, the mandate included a toll-free telephone number for individuals interested in more information about the hazards of smoking as well as information about quitting. This law was implemented in 2002 and little is known regarding its impact. Therefore, as part of a larger study on the sociocultural factors associated with smoking among Brazilian working women, the impact of such policy was explored qualitatively (22 focus groups) and quantitatively (800 questionnaires) with Brazilian working women (current smokers, former smokers, and never smokers). The results indicated that women overall (independent of smoking status) expressed that this campaign has not been effective. They reported that the pictures are not shocking enough to impact smoking behavior, and the location of the pictures on the back of package rather than the front is ineffective. In fact, most women reported that this campaign became a source of jokes among children, adolescents, and adults. Additionally, they reported that they know the consequences of smoking and that the campaign has not impacted their behavior of smoking (among smokers) or smoking prevention (never and former smokers).

Learning Objectives:

• Describe the perceptions of Brazilian working women of the impact of visual images on the hazards of smoking included in cigarette packs

Keywords: Health Communications, Smoking

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.