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A mix-methods concept testing study of short videos for the national anti-cigarette gift giving campaign in China

This study evaluated the potential effect of the creative concepts underlying five short videos developed for the “National Anti-Cigarette Gift-Giving Campaign” aired on social media and television during the Chinese Lunar New Year in 2022. In December 2021, online focus group discussions were conducted among 192 participants chosen from the general population in Beijing and Xining City. Both quantitative and qualitative findings showed that the concepts and scripts of all five videos were easy to understand, but differences were observed in their potential to change participants’ behavioral intentions of cigarette gift-giving and their cultural appropriateness. The study demonstrated that evidence-based research is essential for developing effective public service announcement videos.

Published November 28, 2023

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