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NEURO AGAINST SMOKING PROJECT
March, 2015
Michal Matukin, NEUROHM – NAS project coordinator
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Smoking – the worldwide issue
a third of global adult population
smokes
5 mln
8 mln
deaths per year worldwide by 2011
deaths annually estimated by 2030
• more than 600k people die each year from second-hand smoke
• only 16% of the world’s population is protected by smoke-free laws
e.g. prohibiting smoking in all indoor areas.
Source:
World Health Organization. WHO Report on the Global Tobacco Epidemic, 2011. Geneva: World Health Organization, 2011 [accessed 2014 Apr 24].
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Prevent smoking - save lives
• WHO Framework Convention on Tobacco Control (WHO FCTC) - the most
rapidly and widely embraced treaties in UN history
– accepted by 180 countries
– regulations regarding education & communication
– proposed strategies to reduce tobacco demand (enhanced branding)
Source:
http://www.euro.who.int/en/health-topics/disease-prevention/tobacco/data-and-statistics/implementation-of-the-who-fctc
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Plain Packaging – Global Trend?
1st
AUSTRALIA
December 2013
2nd
IRELAND
June 2014/ May 2017
3rd
UK
May 2016
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Sources of plain packaging:
http://www.itmac.ie/other-issues/smoking-in-public-places/useful/plain-packaging/, http://thepackaginginsider.com/plain-packaging-fatty-foods-uk/, http://smokefreeaction.org.uk/news/index.html
NMSBA &
NEURO AGAINST SMOKING
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• NMSBA is a great community with many members all around the world
• there is a huge potential for neuro methods
• pro bono project for a greater good
–
–
–
–
–
to support WHO initiative
to promote healthy lifestyle
to propagate the tobacco free environment
to aid societies and governments in their fight against smoking
to bring new valuable insights to the existing discussion on cigarettes warnings.
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The Power of Unity
• First Pilot study showed great potential of NMSBA
• Initially 4-6 participants estimated
• The response exceeded our wildest expectations;
24 countries participating and 7 countries supporting
This is the biggest worldwide study
on tobacco health warnings
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The Power of Unity
Research scheme
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What we tested?
WHO recommendations:
• Warnings should cover minimum 30% of the package.
• Can consist either of text only or text + picture.
• Various content – oriented on smokers or smokers and people around them.
TEXT ONLY
SELF ORIENTED
SELF + OTHERS
ORIENTED
TEXT + PICTURES
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Whom we tested?
•
•
•
•
Smoking is described as a pediatric disease
more than 88% of current adult smokers began their habit before 18 years of age
(SGR 2012)
between 80,000 and 100,000 adolescents worldwide start smoking every day
69% of current smokers who want to quit are unable to do so (CDC 2013)
Our target group:
•
•
•
•
young people within their first 3 years of
legal age for purchasing cigarettes in a
given country.
50% women, 50% men
50% hard smokers - smoke everyday,
more than 5 cigarettes per day,
50% light users - don’t smoke everyday,
less than 10 cigarettes per week
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Questions we asked?
Whether the WARNING:
1.
2.
3.
encourages to quit smoking,
is trustworthy,
evokes anxiety.
If it can influence the perception of
SMOKING BEHAVIOR:
1.
2.
3.
4.
damages smokers health,
harms other people,
is addictive,
evokes guilt.
?
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Measures we applied
EXPLICIT
via declarations
NO
HARD
TO TELL
YES
1
2
3
INSTRUCTIONS:
.
Please indicate if you agree or disagree with presented statement.
IS TRUSTWORTHY
-1
0
1
no
hard to tell
yes
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Measures we applied
EXPLICIT
via declarations
NO
HARD
TO TELL
YES
1
2
3
IMPLICIT
via reaction time
fast
slow
1
Low
CERTAINTY
2
3
4
5
6
7
8
9
High
CERTAINTY
General results
Pictures means more
than words for sure
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all questions
EXPLICIT
3
TEXT
PICTURES
2,37
2,43
higher
evaluation
2
P<0,01*
1
IMPLICIT
9
7
5
3
1
*pairwise t-test, N= 4996
5,45
5,14
P<0,01*
more
confidence
Smokers care more about
others than about themselves
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all questions
EXPLICIT
3
SELF
OTHERS
2,38
2,42
higher
evaluation
2
P<0,01*
1
IMPLICIT
9
7
5
3
1
*pairwise t-test, N= 4996
5,49
5,10
P<0,01*
more
confidence
LET’S TAKE A CLOSER LOOK AT
SOME DETAILED FINDINGS
Warnings with pictures are
percived as TRUSTWORTHY
EXPLICIT
3
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TEXT
PICTURES
2,32
2,33
no diff*
2
1
IMPLICIT
9
7
5
3
1
*pairwise t-test, N= 4996
5,64
4,70
P<0,00*
more
confidence
Pictures persuade that
smoking DAMAGES HEALTH
EXPLICIT
3
20
TEXT
PICTURES
2,76
2,76
no diff*
2
1
IMPLICIT
9
7
6,08
5,59
5
3
1
*pairwise t-test, N= 4996
P<0,00*
more
confidence
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Implicit enriches explicit
insights
EXPLICIT
was conclusive* in
Implicit adds sensitivity
and thus allows to find
more insights!
33%
conclusive
16 countries
EXPLICIT + IMPLICIT
was conclusive* in
21 countries
67%
inconclusive
12%
conclusive
88%
inconclusive
*conclusive means the significant differences between TEXT vs PICTURE and SELF vs OTHERS were observed.
Conclusions
Pictures make warnings
stronger
TEXT
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PICTURES
Self + Other persuasion
seems to be more effective
SELF
24
SELF + OTHERS
Implicit enriches explicit
insights
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EXPLICIT
via explicit declarations
EXPLICIT + IMPLICIT
via implicit reaction time
conclusive in
conclusive in
67% of cases
88% of cases
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NEXT STEPS
1.
Identify the best wording – motives, drivers and
blockers regarding smoking behavior
– What are the most important motives why people start
to smoke?
– What are the most effective reasons to persuade quit
smoking?
2.
Test plain packaging and compare them with
the results we already have.
3.
Work together on scientific publication to
present cross-cultural differences.
Source of plain packaging:
http://smokefreeaction.org.uk/news/index.html
?
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Thank You All!