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Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study

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  • Neneh Rowa-Dewar

    (Centre for Population Health Sciences, Usher Institute, University of Edinburgh, Edinburgh EH8 9AG, UK)

  • Amanda Amos

    (UK Centre for Tobacco and Alcohol Studies, Centre for Population Health Sciences, Usher Institute, University of Edinburgh, Edinburgh EH8 9AG, UK)

Abstract

Mass media campaigns can be effective in tobacco control but may widen health inequalities if they fail to engage disadvantaged smokers. This qualitative study explored how parents with young children living in disadvantaged circumstances engaged with a national campaign which aimed to raise awareness of the importance of smokefree homes. Individual semi-structured interviews were carried out with 17 parents before and after the Scottish 2014 “Right Outside” mass media campaign. A conceptual framework exploring meaningful exposure (recall and understanding), motivational responses (protecting children from secondhand smoke (SHS)) and opportunities to act (barriers) was used to thematically analyse the findings. Campaign recall and engagement, and motivation to protect children were high. Parents identified with the dramatized scenario and visual impact of SHS harm to children in the TV advertisement. Some reported changed smoking practices. However, supervising young children in limited accommodation when caring alone constrained opportunities to smoke outside. Instead, parents described actions other than smoking outside that they had taken or were planning to take to create smokefree homes. Mass media campaigns using emotive, real-life circumstances can be effective in engaging parents about SHS. However, the behavioural impact may be limited because of difficult home environments and circumstances.

Suggested Citation

  • Neneh Rowa-Dewar & Amanda Amos, 2016. "Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study," IJERPH, MDPI, vol. 13(9), pages 1-11, September.
    • Handle: RePEc:gam:jijerp:v:13:y:2016:i:9:p:901-:d:77909
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    References listed on IDEAS

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    1. Sorensen, G. & Barbeau, E. & Hunt, M.K. & Emmons, K., 2004. "Reducing Social Disparities in Tobacco Use: A Social-Contextual Model for Reducing Tobacco Use among Blue-Collar Workers," American Journal of Public Health, American Public Health Association, vol. 94(2), pages 230-239.
    2. Niederdeppe, Jeff & Kuang, Xiaodong & Crock, Brittney & Skelton, Ashley, 2008. "Media campaigns to promote smoking cessation among socioeconomically disadvantaged populations: What do we know, what do we need to learn, and what should we do now?," Social Science & Medicine, Elsevier, vol. 67(9), pages 1343-1355, November.
    3. Durkin, S.J. & Biener, L. & Wakefield, M.A., 2009. "Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups," American Journal of Public Health, American Public Health Association, vol. 99(12), pages 2217-2223.
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    1. Rachel O’Donnell & Grace Lewis & Colin Lumsdaine & Giovanna Di Tano & Liz Swanston & Gillian Amos & Anne Finnie & Neneh Rowa-Dewar, 2020. "Supporting Parents Living in Disadvantaged Areas of Edinburgh to Create a Smoke-Free Home Using Nicotine Replacement Therapy (NRT): A Two-Phase Qualitative Study," IJERPH, MDPI, vol. 17(19), pages 1-14, October.
    2. Tobias Weinmann & Katja Radon & Freya Sukalla & Jessica Gerlich & Swaantje Barth & Dennis Nowak & Veronika Karnowski, 2018. "Developing an Awareness Campaign to Reduce Second Hand Smoke Among Disadvantaged Families—A Participatory M-Health Approach," IJERPH, MDPI, vol. 15(9), pages 1-11, September.

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