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A recent qualitative study published in BMC Public Health has outlined effective communication strategies for health warning labels (HWLs) on little cigars and cigarillos (LCCs), a tobacco product that has seen increasing popularity, particularly among young adults in Black communities. The study, led by Chineme Enyioha, MD, MPH, and colleagues, highlights the importance of targeted health communication to mitigate the health risks associated with LCC usage, which include various forms of cancer.
With nearly 9 million adults in the U.S. consuming cigars, the rise in LCC use occurs amidst a decline in cigarette consumption. This shift presents a challenge for public health messaging, especially as LCCs carry significant health risks, including cancer of the lungs, esophagus, and colon.
The study, titled Message Development for a Communication Campaign to Support Health Warning Labels on Cigars: A Qualitative Study, established four primary message categories for the graphic HWLs: explanatory, testimonial, inquisitive, and recommendation. Each category aims to raise awareness about the health risks tied to LCC consumption. To understand how these messages resonate with the target audience, the researchers conducted online focus groups with 36 participants aged 18-25 who were current LCC users.
Key findings from the study revealed four major themes regarding the effectiveness of health messages:
- Credibility of Message and Messenger: Participants emphasized that messages that provided factual, unbiased information were more credible. Testimonial messages from health professionals were particularly impactful, leading participants to consider the serious health consequences of their tobacco use.
- Personal Relevance: Messages that incorporated personal experiences, especially those related to family or friends, created an emotional connection with participants. These types of messages prompted individuals to reflect on the health implications of their tobacco use and motivated them to consider quitting.
- Succinct and New Information: Participants showed a preference for messages offering new and lesser-known information, such as the links between LCCs and cancers of the esophagus and colon. This preference highlighted the need for health communication that introduces novel and impactful content, challenging existing complacency regarding tobacco risks.
- Tone and Language: The study also found that messages perceived as overly coercive or “marketing” in nature were less effective. Participants preferred neutral, straightforward language that avoided sounding insincere or authoritative. This underscores the importance of authentic, balanced communication in encouraging informed decision-making.
These findings stress the need for health communication campaigns to focus on authenticity and relatability. By using credible sources and connecting with personal experiences, messages can better resonate with young adults. Additionally, the study provides valuable insights for regulatory bodies like the FDA in creating more effective public health campaigns tailored to the unique consumption patterns of cigar users, particularly younger demographics.
The research offers a much-needed framework for designing future campaigns, shedding light on the critical factors—credibility, personal relevance, brevity, and tone—that enhance the effectiveness of health warning labels. These strategies, the authors suggest, could significantly alter perceptions and behaviors around LCC usage, contributing to healthier choices and reduced tobacco consumption.
As LCC use continues to rise among young adults, the study calls for urgent, targeted communication strategies that not only inform but also resonate with the audience, ultimately encouraging healthier behaviors and diminishing tobacco-related risks.
For more information, refer to: Chineme Enyioha et al., Message Development for a Communication Campaign to Support Health Warning Labels on Cigars: A Qualitative Study, BMC Public Health (2024). DOI: 10.1186/s12889-024-21097-1.
