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  5. Supplement to “Supporting the Diffusion of the Tobacco Graphic Warning Labels”
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Supplement to “Supporting the Diffusion of the Tobacco Graphic Warning Labels”

Principal Investigator: Robert Hornik

Funding Mechanism:  Intra-Departmental Delegation of Authority (IDDA)

ID Number: 3P20CA095856-09S1

Award Date:  4/5/2012

Institution:  University of Pennsylvania 


There were two major aims of the supplement:  (1) Previous research undertaken by FDA and RTI tested 36 potential tobacco graphic warning labels (GWLs) in groups of teens (aged 13-17), young people (aged 18-24) and other adults. While surveys included respondents from a wide range of backgrounds, the number of subjects in several important population groups was insufficient to indicate whether specific GWLs would be effective in those groups. The first major research program under the supplement compared responses to the nine proposed GWLs relative to text-only labels among four priority smoker sub-populations (i.e., African-Americans, Latinos, those with a high school education or less, women of child-bearing age). Responses for each sub-population were compared to responses from the general population of smokers.  (2) The FDA was developing the youth public education program that eventually became “The Real Cost” campaign. The second major research program under the supplement compared prospective message themes (sets of beliefs), and specific beliefs within each theme, for campaigns aimed at preventing smoking initiation among 13-17 year olds and 18-25 year olds who had never used tobacco, stopping progression among 18-25 year olds who are intermittent tobacco users, and encouraging cessation among 18-25 year olds who are current established cigarette smokers. The research incorporated a methodological approach that used cross-sectional quantitative data to assess the association between beliefs about the consequences of smoking and intentions to smoke in the future.  The FDA used these results to inform the themes to emphasize in the campaign. (Project completed in 2013.)