- New research suggests ads with messages about “why” to stop smoking can influence a smoker to quit within a month
- However, there is no evidence that ads with messages about “how” to stop smoking influence behavior
- Researchers argue that “why” ads are more effective because they show graphic portrayals of the health consequences of smoking
Source: The Impact of Cessation Media Messages on Cessation-Related Outcomes: Results From a National Experiment of Smokers. American Journal of Health Promotion, 2014
