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What am I smoking? Designing appropriate warning messages for cigarette packs
Why warnings? Right of smokers to know what risks are involved in smoking (consumers’ rights) Right of others to know about the product before they try it Mobile billboards—cheapest and most efficient way to reach your target audience
Are current warnings adequate? Are they specific (what diseases, how big is the risk, how much smoking causes those diseases)? Are they visible/legible/easily seen? Is the language clearly understood? Does the warning catch one’s eye? Are they sufficiently frightening?
What makes a good warning? Large…preferably 50% of pack Very visible—black on white or white on black Striking—preferably a picture Clear message—what diseases or other problems are caused, size of risk, simple language
Content possibilities Smoking kills Smoking causes cancer Smoking harms your family Smoking is addictive Smoking wastes money Smokers die on average eight years younger than non-smokers Quitting smoking now greatly increases your chances of a long life
Group work:  design warnings What text What picture Rotating messages Large warning on one side, smaller print with explanation on the other Can use pack inserts for more information Quit advice?

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2003ASAPAdditional Session Warnings

  • 1. What am I smoking? Designing appropriate warning messages for cigarette packs
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  • 5. Content possibilities Smoking kills Smoking causes cancer Smoking harms your family Smoking is addictive Smoking wastes money Smokers die on average eight years younger than non-smokers Quitting smoking now greatly increases your chances of a long life
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