Social Marketing: A Panacea for Adolescent Female Smoking?

Initiation into smoking is largely a childhood phenomenon, with more than 75% of all smokers in Ireland starting smoking before they reach the age of 18. Focus groups were conducted, where teenage girls were shown various anti-smoking advertisements and cigarette packages containing anti-smoking pictures on packets. Interviews were also held with leading social marketers and anti-tobacco campaigners. Results indicate that physical threat appeals are more effective than social threat appeals as a smoking deterrent. Anti-smoking advertisements should contain physical threat appeals which deal with the physical, visual, cosmetic appearance of the smoker as a result of smoking. Packaging images should reflect this fear of physical disfigurement as a result of smoking, in an integrated marketing communications method.