Overall findings
Participants’ reactions towards the overall concept were neither positive nor negative. For most, this information was new, or at least presented in a new way, and participants were alarmed that so many Canadians died from smoking each day. However, given that this message did not present specific illnesses or conditions participants did not feel that the information was directly relevant to them. This was especially true among young adults who indicated they generally do not think about dying from smoking.
Participants said that one weakness of the concept was the picture.
Participants had trouble deciphering what was on the image while others didn’t like that the number was rounded to 100 whereas it says more than 100 Canadians in the sub-text.
Specific findings
Initial impressions:
Participants’ initial reactions towards the overall concept were quite neutral.
The general reaction was strong towards the message in the text, but the picture wasn’t effective in capturing the severity of the message.
“I was on the fence about this one. It wasn’t bad either. It just didn’t have personal relating factors that other ones had.”
Ability to get attention and motivate reading:
Again, the picture was not very attention-grabbing to participants, and did not necessarily work to draw them in to read the rest.
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Understanding of the message and meaning:
Participants felt the message was fairly well-understood by presenting the average number of Canadians who die each day from smoking-related causes.
Quality and effectiveness of the text:
The quality of the text was generally felt to be acceptable. The meaning was understood, but the general topic of the text was often felt to be vey impersonal. However, some said it would make them think about smoking and its consequences.
Relevance:
Given that this message did not present specific illnesses or conditions, participants, particularly young adults who generally do not think about dying from smoking, did not feel that the information was directly relevant to them;.
“I thought it was okay, the idea with 100 people dying resonates. It didn’t draw me in that much. It wouldn’t speak to me the most.”
« C’est trop loin comme message de mourir du tabac maintenant. Je suis plus inquiète de faire des bronchites chroniques ou de perdre ma voix. »
Ability to inform and educate:
For most, this information was new and participants were alarmed that so many Canadians died from smoking each day.
« Le message est amplifié pour nous faire peur. »
Credibility:
Although some questioned the precise depiction of 100 deaths each day, virtually all agreed that the overall, annual number of Canadians dying from smoking-related illnesses was a recognized fact. Some offered that the credibility would be greater if the number varied from one day to the next.
Readability and visibility:
Although the readability and visibility of the text elements did not pose a problem for most, the text within image of the calendar posed a legibility problem for some, particularly among those who examined the flip-top pack.
Cohesiveness of the headline and sub-text:
Some felt that the headline and the sub-text were basically saying the same thing.
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“It’s too repetitive. The 100 Canadians die from smoking. It’s the same text twice, doesn’t add anything, it’s the exact same thing. The message does speak to me, they just don’t have to drill it into my head like that.”
Quality and effectiveness of the picture:
Participants pointed to the picture as the concept’s one one weakness. They had trouble deciphering what was on the image, particularly when the flip-top pack was tested. Still, others did not like that the number was rounded to 100 whereas it says more than 100 Canadians in the sub-text.
“I didn’t know what the picture was. It was just a calendar. I had to read the rest to understand the picture. I shouldn’t have to do with it. The calendar has nothing to do with it.”
Cohesiveness of picture and text:
For those who said the picture was not clear, there did not appear to be a logical flow between the picture and the text, as the text seemed to be contradicting the photo. However, the overall idea of smokers dying was conveyed to them equally through both the picture and the text.
“I like it, but I don’t at same time. Like stating a true fact, but not something that would make me motivated to quit. I like the picture but have to read the headline.”
Ability to be memorable:
In the end, this warning was not considered to be memorable but the information was something participants had never thought about.
Flip-Top vs. Slide-and-Shell:
The image on the flip-top presented more difficulty for participants as the hand-written text in the calendar was not easily legible for many.
Suggestions:
• Participants stated that changing the picture would probably add more relevance to the fact raised in the sub-text and thereby would make the message stronger.
• Participants liked the fact that was presented in the sub-text but found the overall message a little repetitive. In the French version, participants felt the title was too long because both the feminine and masculine terms for Canadian were used
Concept Classification:
Best concepts (overall) - needs only minor adjustments Good opportunity - needs some improvements
Needs major improvement
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Least effective - needs complete rethink/rework