Visualizing a Smoke-Free Future: A Study on the Impact of Anti-Smoking Poster Promotion on Quitting Intentions and Behaviors in Raghunathganj.

Smoking remains a pervasive global health crisis, responsible for millions of preventable deaths and a significant burden of disease. In India, tobacco use, particularly the consumption of bidis and cigarettes, is widespread, with rural areas often exhibiting higher prevalence rates. Raghunathganj, a town in Murshidabad district, West Bengal, is no exception, where tobacco retailers are numerous and the bidi industry is deeply entrenched, contributing to a substantial number of individuals engaged in tobacco production and consumption. This high exposure necessitates targeted public health interventions to mitigate the adverse effects of smoking. Among various strategies, anti-smoking poster campaigns have long been a cornerstone of public health efforts, aiming to visually communicate the dangers of tobacco and encourage cessation. Research indicates that graphic health warnings and compelling visual messages can effectively draw attention, elicit negative emotional reactions, and increase intentions to quit smoking. However, the specific impact of such localized campaigns on actual quitting behaviors and intentions within communities like Raghunathganj, with their unique socio-economic and cultural contexts, warrants further investigation. This study seeks to visualize a smoke-free future for Raghunathganj by systematically evaluating the impact of an anti-smoking poster promotion on the quitting intentions and behaviors of its residents. By assessing the campaign's reach, resonance, and perceived effectiveness among the target population, this research aims to provide empirical evidence on the efficacy of visual health promotion in a real-world, community-based setting. The findings will contribute to understanding how such accessible and cost-effective interventions can contribute to a healthier, smoke-free environment in similar regions. Project Principal Investigator:- Dr. Narendra Kumar Jat, Co-Worker:

Mr. Sarvan Kumar

Mr. Kamia Sharma

Ms. Jamila Khatun

Mr. Tajia Khan

Materials and Methodology: Visualizing a Smoke-Free Future: A Study on the Impact of Anti-Smoking Poster Promotion on Quitting Intentions and Behaviors in Raghunathganj.

This section outlines the materials utilized and the methodological approach adopted to evaluate the effectiveness of the anti-smoking poster campaign in Raghunathganj.

Materials

1. Anti-Smoking Posters:

   • Design and Content: A series of visually engaging and culturally appropriate anti-smoking posters will be designed. These posters will incorporate various persuasive techniques, including:

     • Health Warning Graphics: Graphic images depicting the adverse health effects of smoking (e.g., diseased lungs, oral cancers, etc.) as mandated by tobacco control policies.

       
       

     • Positive Health Outcomes: Images and messages promoting the benefits of quitting (e.g., improved lung function, longer life, better appearance, financial savings).

     • Social Norms: Messages that denormalize smoking and highlight the growing trend of smoke-free environments.

       
       

     • Call to Action: Clear and prominent information on local smoking cessation resources, helpline numbers, and community support groups available in Raghunathganj.

   • Language: Posters will be primarily in Bengali, the local language, with key messages also potentially in English for broader reach.

   • Quantity and Size: A sufficient number of posters (e.g., 50-100) will be produced in appropriate sizes (e.g., A2, A3) to ensure visibility in selected areas.

2. Questionnaires:

   • Pre- and Post-Intervention Survey: Structured questionnaires will be developed to gather data on participants' smoking habits, quitting intentions, perceived harms of smoking, awareness of cessation resources, and exposure to the poster campaign.

   • Sections: The questionnaires will include sections on:

     • Demographics (age, gender, education, occupation).

     • Smoking status (current smoker, ex-smoker, never smoker).

     • Nicotine dependence (e.g., using a modified Fagerstrom Test for Nicotine Dependence (FTND) for current smokers).

     • Quitting intentions (e.g., "Do you plan to quit smoking in the future?" with options like "within one month," "within 6 months," "someday," "not at all").

     • Previous quit attempts.

     • Perceived threat and efficacy (susceptibility to harm, perceived benefits of quitting, self-efficacy to quit).

     • Awareness and recall of anti-smoking messages/posters.

     • Knowledge of local smoking cessation services.

     • Observed changes in smoking behavior among self and peers.

   • Language: Questionnaires will be translated into Bengali and pre-tested for clarity and cultural appropriateness.

3. Interview Guide (for Focus Group Discussions - FGDs):

   • A semi-structured interview guide will be developed to facilitate in-depth discussions during FGDs, exploring perceptions, attitudes, and behaviors related to smoking and the poster campaign.

Methodology:- This study will employ a quasi-experimental design with a pre- and post-intervention approach, complemented by qualitative data collection.

1. Study Area and Participants:

   • Location: Raghunathganj, Murshidabad, West Bengal, India. Specific high-traffic public areas (e.g., markets, bus stands, community centers, health clinics) will be selected for poster placement.

   • Target Population: Adult residents of Raghunathganj, particularly smokers and those exposed to secondhand smoke.

   • Sampling: A convenient or systematic random sampling method will be used to recruit participants for the surveys from the general population in the selected areas. For FGDs, purposive sampling will be used to include a diverse range of smokers and non-smokers.

2. Intervention Implementation:

   • Poster Placement: The designed anti-smoking posters will be strategically displayed in high-visibility public locations across Raghunathganj for a predetermined period (e.g., 3-6 months).

   • Distribution: Posters will be placed in a consistent manner across all selected locations.

3. Data Collection:

   • Baseline Survey (Pre-intervention): Prior to the deployment of the posters, a baseline survey will be conducted among a sample of the target population to assess their initial quitting intentions, smoking behaviors, awareness, and attitudes towards smoking.

   • Post-intervention Survey: After the campaign period, a follow-up survey will be conducted with a similar sample from the same areas to measure any changes in quitting intentions, behaviors, awareness, and attitudes. Efforts will be made to include some of the same participants if feasible (e.g., through repeat visits to the same locations or using unique identifiers for follow-up).

   • Focus Group Discussions (FGDs): Post-intervention, 2-3 FGDs will be conducted with distinct groups (e.g., current smokers, ex-smokers, non-smokers, youth) to gather qualitative insights into their perceptions of the posters, the messages conveyed, their impact on personal motivation, and any observed community-level changes.

4. Data Analysis:

   • Quantitative Data:

     • Descriptive statistics (frequencies, percentages, means, standard deviations) will be used to summarize demographic information and key variables.

     • Paired sample t-tests or McNemar's test (for categorical data) will be used to compare pre- and post-intervention changes in quitting intentions, awareness, and self-reported behaviors.

     • Chi-square tests or logistic regression will be used to explore associations between exposure to the poster campaign and quitting intentions/behaviors, controlling for confounding variables.

   • Qualitative Data:

     • FGD transcripts will be analyzed using thematic analysis to identify recurring themes, patterns, and nuances in participants' perceptions and experiences related to the anti-smoking poster campaign.

5. Ethical Considerations:

   • Informed consent will be obtained from all participants before data collection.

   • Anonymity and confidentiality of participant data will be ensured.

   • The study protocol will be submitted to and approved by an appropriate Institutional Review Board (IRB) or ethical committee.