What am I smoking?What am I smoking?

Designing appropriate warning Designing appropriate warning messages for cigarette packsmessages for cigarette packs

Why warnings?Why warnings?

Right of smokers to know what risks are Right of smokers to know what risks are involved in smoking (consumers’ rights)involved in smoking (consumers’ rights)

Right of others to know about the product Right of others to know about the product before they try itbefore they try it

Mobile billboards—cheapest and most Mobile billboards—cheapest and most efficient way to reach your target audienceefficient way to reach your target audience

Are current warnings adequate?Are current warnings adequate?

Are they specific (what diseases, how big is Are they specific (what diseases, how big is the risk, how much smoking causes those the risk, how much smoking causes those diseases)?diseases)?

Are they visible/legible/easily seen?Are they visible/legible/easily seen? Is the language clearly understood?Is the language clearly understood? Does the warning catch one’s eye?Does the warning catch one’s eye? Are they sufficiently frightening?Are they sufficiently frightening?

What makes a good warning?What makes a good warning?

Large…preferably 50% of packLarge…preferably 50% of pack Very visible—black on white or white on Very visible—black on white or white on

blackblack Striking—preferably a pictureStriking—preferably a picture Clear message—what diseases or other Clear message—what diseases or other

problems are caused, size of risk, simple problems are caused, size of risk, simple languagelanguage

Content possibilitiesContent possibilities

Smoking killsSmoking kills Smoking causes cancerSmoking causes cancer Smoking harms your familySmoking harms your family Smoking is addictiveSmoking is addictive Smoking wastes moneySmoking wastes money Smokers die on average eight years younger than Smokers die on average eight years younger than

non-smokersnon-smokers Quitting smoking now greatly increases your chances Quitting smoking now greatly increases your chances

of a long lifeof a long life

Group work: design warningsGroup work: design warnings

What textWhat text What pictureWhat picture Rotating messagesRotating messages Large warning on one side, smaller print with Large warning on one side, smaller print with

explanation on the otherexplanation on the other Can use pack inserts for more informationCan use pack inserts for more information Quit advice? Quit advice?