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

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 awarene...

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Detalles Bibliográficos
Autores principales: Rowa-Dewar, Neneh, Amos, Amanda
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2016
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5036734/
https://www.ncbi.nlm.nih.gov/pubmed/27618085
http://dx.doi.org/10.3390/ijerph13090901
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author Rowa-Dewar, Neneh
Amos, Amanda
author_facet Rowa-Dewar, Neneh
Amos, Amanda
author_sort Rowa-Dewar, Neneh
collection PubMed
description 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.
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spelling pubmed-50367342016-09-29 Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study Rowa-Dewar, Neneh Amos, Amanda Int J Environ Res Public Health Article 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. MDPI 2016-09-09 2016-09 /pmc/articles/PMC5036734/ /pubmed/27618085 http://dx.doi.org/10.3390/ijerph13090901 Text en © 2016 by the authors; licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC-BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Rowa-Dewar, Neneh
Amos, Amanda
Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title_full Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title_fullStr Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title_full_unstemmed Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title_short Disadvantaged Parents’ Engagement with a National Secondhand Smoke in the Home Mass Media Campaign: A Qualitative Study
title_sort disadvantaged parents’ engagement with a national secondhand smoke in the home mass media campaign: a qualitative study
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5036734/
https://www.ncbi.nlm.nih.gov/pubmed/27618085
http://dx.doi.org/10.3390/ijerph13090901
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