Appendix A.
| Advertisement name/mean exposured | Description/available at |
|---|---|
| Anthem Advertisement: mean exposure=1.1 | Three people with stomas provide tips on how to live with the consequences of their smoking. Tips include `When you have a hole in your neck, don't face the showerhead', `Suction out your tube before you eat,' `Crouch, don't bend over. You don't want to lose the food in your stomach' and `CPR is not mouth to mouth; it's mouth to stoma'. Then text on the screen reads, `Smoking causes immediate damage to your body', http://www.youtube.com/watch?v=GEWky9PEroU&list=PL184B81EA3136E9FE&index=15 |
| Terrie's Advertisement: mean exposure=1.4 | `Terrie's Advertisement' profiles a woman named Terrie who had throat cancer due to smoking, treatment of which caused her to lose her teeth and hair and to have her larynx (voice box) removed. With the aid of an electrolarynx, she talks the viewer through how she gets ready for the day by inserting her hands-free device, putting in her teeth, and putting on a wig. Text then reads, `Smoking causes immediate damage to your body'. http://www.youtube.com/watch?v=5zWB4dLYChM&list=PL184B81EA3136E9FE&index=16 |
| Suzy's Advertisement: mean exposure=1.0 | In `Suzy's Advertisement', a woman named Suzy, who has suffered from a stroke caused by smoking, talks about losing her independence as her son helps wash her. She describes how she needs help with feeding, dressing, bathing, and even going to the bathroom. Her tip to smokers is `Enjoy your independence now'. Text then reads, `Smoking contributes to 1 in 5 strokes in the United States'. http://www.youtube.com/watch?v=ow5uw_iCm5A&list=PL184B81EA3136E9FE&index=17 |
| Roosevelt's Advertisement: mean exposure=0.8 | `Roosevelt's Advertisement' features a man named Roosevelt who had a heart attack at age 45 due to his smoking. He discusses the effect the heart attack has had on his life and how he did not know smoking could damage his heart. He shows a large scar on his chest from surgery and gives viewers this tip: `Do your heart a favor and quit now'. Text then reads, `Your heart attack risk drops as soon as you quit smoking'. http://www.youtube.com/watch?v=OdmI35elnCQ&list=PL184B81EA3136E9FE&index=18 |
| Buerger's Disease Advertisement: mean exposure=0.8 | The Buerger's disease advertisement profiles Brandon and Marie, two former smokers who are living with Buerger's disease as a result of their smoking. The disease can lead to amputations, which both of these individuals have experienced. Brandon, age 31, has lost both legs below the knee, while Marie, age 61, is missing fingers and parts of her feet. Marie tells viewers `Don't believe that this can't happen to you, because it can'. Then text on the screen reads, `Smoking causes immediate damage to your body', http://www.youtube.com/watch?v=-WrWwUsKKN8&list=PL184B81EA3136E9FE&index=22 |
| Jessica's Asthma Advertisementb,c: mean exposure=0.4 | This advertisement features a tip about secondhand smoke by Jessica and her son who suffers from asthma attacks due to secondhand smoke exposure. In her tip, she urges people `Don't be shy to tell people not to smoke around your kids'. Then text then reads, `Half of U.S. kids are exposed to secondhand smoke'. http://www.youtube.com/watch?v=3eUOjSTZMIE&list=PL184B81EA3136E9FE&index=19 |
| Cessation Tips Advertisementb: mean exposure=0.3 | The `Cessation Tips' advertisement features three people who successfully quit smoking after many years. They share practical tips, such as, `I threw away all my cigarettes, ashtrays, and lighters', `I started exercising instead of smoking', and `Letting my friends online know I was quitting kept me on track'. The advertisement ends with one of them saying `We did it; you can, too'. http://www.youtube.com/watch?v=d6iS44aHy4s&list=PL184B81EA3136E9FE&index=21 |
a
The advertisements shown above included 30-second advertisements made for television and may have also had print, out-of-home (billboard/bus shelter), radio and digital executions. In addition to the seven television advertisements listed, five other people appeared in/on print, digital radio and out-of-home advertisements only.
b
Jessica's English advertisement and the Cessation Tips advertisement were produced as public service announcements, complementing the paid media campaign.
c
All advertisements aired in English language; Jessica's Asthma advertisement also aired in Spanish language.
d
Mean exposure is the average self-reported frequency of exposure to each individual advertisement in the past 3 months as assessed at follow-up (0=never saw advertisement, 4=saw advertisement very often).