Table 2.
Comparison of the graphic health warnings (GHWs) in this New Zealand (NZ) study with GHWs and survey data for similar GHWs in Australia
| Theme of the GHW used in New Zealand (see Table 1) | |||||||
| Corpse with toe-tag | Pregnant woman & infant | Damaged heart | Damaged lungs | Gangrenous toes | Eye (blindness) | Diseased mouth/cancer | |
| GHWs in NZ in this study | |||||||
| Our a priori assessment used for this NZ study (see Table 1) | Least disturbing | Moderately disturbing | Moderately disturbing | Moderately disturbing | Most disturbing | Most disturbing | Most disturbing |
| Actual main warning text | "Tobacco smoke is poisonous" | "You are not the only one smoking this cigarette" | "Smoking causes heart attacks" | "Over 80% of lung cancers are caused by smoking" | "Smoking causes gangrene" | "Smoking causes blindness" | "Smoking causes mouth cancer" |
| Nearest equivalent GHWs in an Australian study (out of 14 different GHWs) [7] | |||||||
| Similarity of Australian graphic image to the NZ one | Shows a container of toxic chemicals vs the NZ one of a foot of a corpse with a toe-tag | Shows a sick infant which is very similar to the NZ one (but the NZ one also has an image of a pregnant woman) | Shows a heart bypass operation vs the NZ one of a heart with blackened tissue from a heart attack | Shows a lung cancer vs the NZ one of a diseased versus a healthy lung | Identical photograph of foot with gangrene in both countries | Identical photograph of an eye in both countries | Identical photograph of a mouth in both countries |
| Actual main warning text (Australian) | "Tobacco smoke is toxic" | "Smoking harms unborn babies" | "Smoking causes heart disease" | "Smoking causes lung cancer" | "Smoking causes peripheral vascular disease" | "Smoking causes blindness" | "Smoking causes mouth and throat cancer" |
| Rank in terms of unaided recall by smokers* | 13 = (lowest) | 1 (highest) | 5 | 2 | 3 | 8 = | 4 |
| Rank in terms of effectiveness in "discouraging people from smoking" according to all smokers** | 12 = (lowest) | 3 = | 9 = | 2 | 3 = | 9 = | 1 (highest) |
| Rank in terms of effectiveness in "discouraging people from smoking" according to non-contemplative smokers*** | 12 = (lowest) | 3 = | 10 = | 3 = | 2 | 7 = | 1 (highest) |