Testing the optimal design of health-promoting pack inserts and dissuasive cigarettes

The project will use a mixed-methods design to explore how young people and adult smokers view health messaging on tobacco pack inserts and their response to cigarette sticks displaying a health warning and/or being an unappealing colour (often alluded to as 'dissuasive cigarettes'). The project will consist of three interlinked Work packages. In Work Package (WP) 1 we will review relevant literature, and developments in countries with or moving towards dissuasive cigarettes or pack inserts, to identify suitable messaging and appropriate designs for inserts and warnings on cigarettes. WP2 will involve 22 focus groups across Britain with young people (11-17 year olds) and adult smokers. The groups will be segmented by age, gender and for smokers, main tobacco product used (cigarettes, rolling tobacco) and explore perceptions of health messaging on inserts and the dissuasive cigarettes created in WP1. WP3 will involve two online surveys, the first with 2000 young people (11-17 years), and the second with 3000 adult smokers (18+), to identify the most effective inserts (and insert themes) and dissuasive cigarettes.

The objectives are to assess: (1) What colours and/or warnings on cigarette sticks/papers are considered most likely to reduce appeal, increase perceptions of harm, discourage trial, and encourage cessation? (2) What inserts (and insert themes) are considered most helpful for encouraging cessation? (3) Differences in responses to dissuasive cigarettes and inserts by key demographic and smoking and cessation-related behaviours.