Study highlights effective communication strategies to support health warning labels on little cigars and cigarillos

A recent qualitative study published in BMC Public Health focused on designing effective communication strategies to support health warning labels (HWLs) on little cigars and cigarillos (LCCs), a tobacco product gaining popularity among young adults, especially in Black communities.

As the consumption of cigars continues to rise, particularly among young adults, targeted health communication efforts are essential to address the associated health risks, including various types of cancers.

The study, titled “Message Development for a Communication Campaign to Support Health Warning Labels on Cigars: A Qualitative Study,” identified four types of messages for graphic HWLs: explanatory, testimonial, inquisitive, and recommendation. These messages aimed to illustrate the health risks associated with LCC usage. Through online focus groups with 36 participants aged 18-25 who were current LCC users, the researchers assessed the effectiveness and relatability of these messages.

The findings of the study revealed four main themes:

• Credibility of Message and Messenger: Participants found messages with factual, unbiased information more credible. Testimonial messages, especially from health professionals, were considered trustworthy and had a significant impact in making participants aware of the health consequences of LCC usage.
• Personal Relevance: Messages that referenced personal experiences, such as those involving family or friends, emotionally engaged participants and made them reflect on the health implications of their tobacco use.
• Succinct and New Information: Participants preferred messages that provided new information, particularly on lesser-known health risks associated with tobacco use, like the link between LCCs and esophageal and colon cancers.
• Tone and Language: Messages perceived as “marketing” or overly coercive were viewed negatively. Participants preferred straightforward, neutral language that did not sound authoritative or insincere.

These insights highlight the importance of authenticity and relatability in health communication campaigns. Credible sources, relatable narratives, brevity, and appropriate tone are crucial in creating resonance with young adults and promoting healthier choices.

The research contributes valuable data to the limited literature on effective communication strategies for LCCs, offering a framework for future campaigns and guidance for regulatory bodies like the FDA. By focusing on credibility, personal relevance, brevity, and tone, campaigns can enhance their effectiveness in changing perceptions and behaviors related to LCC use.

The study emphasizes the need to explore diverse tobacco usage patterns and their implications for tailoring public health messages effectively. Clear communication strategies are essential to inform and resonate with targeted audiences, especially among young adults, to reduce tobacco consumption and promote healthier choices.