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. 2012 Dec 6;28(2):326–338. doi: 10.1093/her/cys112

Table III.

Messages promoting self-efficacy and strategy to quit using narratives—main themes raised in the focus groups

Message format—narrative promoting a planned approach to quitting tobacco Reactions to Message Content and Format Example quotes
  • Message 9: ‘I needed to learn a new equation to quit tobacco. I thought I knew everything I needed to teach math to my students. But I needed to learn a new equation to quit tobacco: Willpower + Skills = Success. Willpower can help you quit, but it isn’t the only thing you need. Wanting to quit isn’t always enough. To be successful, you also need skills and a plan for quitting. When I was quitting tobacco, there were challenges every day. But I had ways to beat them. You can learn them, too.’ Learn to quit tobacco with our program.

  • Message 10: Everyone believes in you! [child one] ‘I really want my mother to quit tobacco—and I know she has the willpower to do it.’ [father] ‘She has something more than willpower: She also has a plan. Now that she knows what triggers her to use tobacco, it will be easier for her to quit.’ [child two] ‘I’m so proud of my mom! I know she can do it!’ Learn to quit tobacco with our program.

  • Picture of parents with two daughters (everybody is smiling)

  • Message 11: ‘I don’t treat a patient without a plan. You don’t teach your students without a plan. So, why try to quit tobacco without a plan?’ ‘Many people tell me that they want to quit tobacco. But wanting to quit isn’t always enough. You need a plan. Researchers and doctors have learned a lot about ‘triggers’. These are the things that make you want to use tobacco. We’ve studied how to beat these triggers. If you have a plan for dealing with them ahead of time, you will be able to beat tobacco.’ Learn to quit tobacco with our program.

  • Picture of a smiling female physician

  • Message 12: ‘I started using tobacco when I was at university—when I was with friends or out at gatherings. Soon I was using it a lot more; it just seemed to fit into my life. By the time I graduated, it had become a habit I couldn’t break. When I started teaching, it was really stressful—so many things to do during the day, so many tasks to get used to. Tobacco helped me deal with those feelings. But eventually, I really didn’t like what tobacco was doing to me. I hated having bad breath, and I had mouth sores. I wanted to stop, but I didn’t know how. The habit just seemed too much to deal with. Luckily, I learned about triggers. A trigger is something that makes you want to use tobacco. I had a lot of different triggers. For example, I always used tobacco for my morning bowel motion. Now I take churan when I go to bed instead. My tea breaks were also triggers. Now that I don’t use tobacco while I drink my tea, it tastes so much better! My biggest trigger was stress. I would use tobacco to unwind and calm down during the day. Now that I’m quitting, I take walks instead. When I walk, I have time to think. I don’t miss the tobacco very much now—and walking is much healthier for me.’ Learn to quit tobacco with our program.

  • Reactions were mixed in regard to the content of the message. There was a consensual view that one can quit tobacco if one has will power and focus group participants were skeptical of a need for a quit plan. Also, participants seemed confused about the idea of making a plan to quit tobacco on their own and suggested ready-made quit plans by doctors.

  • Discussions revolved around the content and not the format of these messages.

  • There is no need of any equation in front of strong willpower.

  • It is suggested to make plans but it can take years to make plans. So why don’t we introduce ready-made plans made by a doctor to the public.