Messages that motivate rural communities to support smoke-free policy change

The purpose is to examine the potential interaction effects of framing and level of readiness for policy change on individuals' responses to different types of messages that promote smoke-free policy in rural communities, controlling for perceived social norms and self-efficacy. Rural communities are disproportionately affected by secondhand smoke exposure, smoking, and weak protective policies. Building demand through media campaigns and branding is a crucial element of smoke-free policy change. However, there is little research on specific message design strategies (e.g., use of gain and loss frames, cues to action, fear and guilt appeals, evidential information) that are culturally appropriate and effective for rural communities based on readiness for change. A cross-sectional, descriptive-correlational design was used in three rural counties at different stages of readiness for policy change, with a total of 60 residents per county. Participants evaluated different types of messages (i.e., secondhand smoke hurts, right to breathe, benefits of smoke-free policy), completed a pre-survey, and took part in a group discussion about the messages. Regression analysis tested the effects of message framing on perceived seriousness of secondhand smoke exposure, views toward smoke-free laws, and potential to prompt involvement in smoke-free campaigns. Preliminary results indicate that message framing, use of cues to action and evidential support, as well as the level of community readiness are related to how people respond to pro-policy change messages. Findings have implications for message design strategies to promote clean indoor air policies.