Message Targeting on Older Smokers: the Impact on Behaviour Change

Student: Chachkov Alexey

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

Smokers over 45 years of age are the only group with a consistent level of smoking prevalence. Through the course of this research, the criteria for evaluating the effectiveness of anti-tobacco messages were examined through the prism of perception of age smokers. Foreign researches of efficiency of anti-tobacco communications were summarized and supplemented. Focus group data were analyzed and general recommendations for changing the strategy of tobacco control campaigns to increase the motivation to quit smoking by age smokers were made.

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