Health Campaigns (STOPTOBER

Question 1

Purpose of Anti-Drugs Campaigns

Answer 1

• Health psychologists work with other professionals to inform the public and share important messages about health-related issues
• Encourage people to make positive changes to behaviour which can be problematic in society

Question 2

Psychological Strategies (4)

Answer 2

• Identification (role models)
• Emotional appeal (humour)
• Hovland-Yale Model of Persuasion
• Fear Arousal

Question 3

What is Stoptober?

Answer 3

• An anti-drugs campaign by Public Health England, introduced in 2012
• Runs every year in October
• Encourages those who want to quit to not have a cigarette for 28 days
• Successfully doing this means they are 5x more likely to stop for good

Question 4

Delivery Methods

Answer 4

• Multi-media approach (TV adverts, physical support pack, an app to provide support, emails, posters etc.)
• Use of celebrities and role models
• Positive, humorous and motivational
• Discuss the pros and cons of continued smoking
• 2013 -> 50,000 out of 250,000 estimated to remain smoke-free after 1 year

Question 5

1: Identification (Role Models)

Answer 5

• They have a higher status (celebrities, parents)
• Al Murray, Paddy McGuiness
• Used to influence people to stop smoking
• Observer will want to imitate the behaviour of the role model (SLT - ARRM)

Question 6

2: Emotional Appeal (Humour)

Answer 6

• Positive tone
• Humour used to deliver a serious message and to empathise with smokers
• Avoid use of scare tactics (lung disease, cancer etc.)
• Subtle mention of health benefits

Question 7

3: Hovland-Yale Model of Persuasion

Answer 7

• Source: person presenting should be credible and have expertise
  -> celebrity who has stopped smoking and is backed by Public Health England
• Message: present the pros and cons of stopping but come to a definitive conclusion (best to quit)
• Audience: need to tailor the message to the type of audience (consider age, culture, intelligence) e.g. community feel, no complex language

Question 8

4: Fear Arousal (NOT Stoptober)

Answer 8

• Include graphic/emotive images -> tar build up in lungs
• Worrying statistics -> death or cancer rate
• Make people worried about the effects of the drug so they want to stop using it -> effect on others e.g. children

Question 9

Supporting Evidence: Bandura (1961)

Answer 9

• Children more aggressive towards Bobo doll after observing role model being aggressive to Bobo doll, more likely to imitate same-sex role models (boys = 25.8 aggressive acts imitated with male role model)
• Supports role models influencing behaviour so Stoptober more effective when using celebrity role models who have quit smoking
• D.P may not be generalisable to anti-drugs campaigns

Question 10

Refuting Evidence: Hume (1992)

Answer 10

• Concluded that celebrity endorsement of a product does not significantly increase persuasiveness of the advert
• Celebrity may overshadow the product so the people remember the celebrity but not the product, persuasion fails e.g. comedians may distract from the message of stop smoking

Question 11

Strength: Social Control

Answer 11

• Utilise social control in a positive way e.g. use subtle persuasion and role models to get people to stop smoking
• Effective method to get the nation to quit smoking, save lives and improve outcomes for people in later life (reduced cancer rates)

Question 12

Weakness: Social Control

Answer 12

• Involves subtle manipulation to encourage people to stop smoking and conform to societal expectations
• People may feel ashamed of their behaviour and stop to fit in with society, no suitable coping strategies = less effective
• Should raise awareness of support available (counselling, social support) to tackle the issues around nicotine addiction, more holistic approach

Question 13

Supporting Evidence: Hammond et al (2003)

Answer 13

• Found graphic pictures on cigarette packs were more likely to change smokers’ behaviours compared to written warnings
• Effective strategy to reduce drug addiction -> Stoptober could use graphic images on some of their support material for people

Question 14

Weakness: Research = Mixed Results

Answer 14

• Research into effectiveness of high fear arousal in anti-drugs campaigns has mixed results
• Lots of research shows that high fear arousal does not lead to behavioural changes and messages with low/moderate fear arousal = most impact
• Inconsistencies in findings may mean that graphic images will not make Stoptober more effective

Question 15

Strength + Weakness: Conclusion

Answer 15

• Eclectic approach = use social support and raise awareness of treatments for withdrawal symptoms, role models
• Cannot tackle wider issues with unemployment and mental health issues associated with drug use - necessary to use a more holistic approach to reduce drug addiction in the long-term