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DISSERTATION THESIS | MCMM | University of Aveiro
TATIANA GONCALVES| 45057 Supervisors - Dr. Ana Isabel Veloso
Dr. Vassiliki Zisi
Audiovisual for Health Promotion: smoking
cessation case
July, 13, 2010

AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
RESEARCH PROBLEM
RESEARCH QUESTIONS
Research questions
Research problem
What learning and communication theories and
behavior model can be included in the
conceptualization of audiovisual materials to
help in a smoking cessation program?
How can audiovisual materials embedded in
therapeutical sessions contribute to a Smoking
Cessation Program?
The use of anti-smoking messages in movies, on televisions, short videos and others, is still
explored, empirical studies can provide a rich source of information about the impact of audiovisual
materials as a direct reinforcement for behavior change on smoking cessation programs.

AIMS AND OBJECTIVES
Aims
Contribute to conceptualize and evaluate audiovisual materials in video formats as a
support for therapeutic programs, specifically those against tobacco use and evaluate
it using the advice of experts and smokers.

AIMS AND OBJECTIVES
Research the use of learning theories in designing of videos
for smoking cessation program.
OBJECTIVES
Understand how model of behavior change Transtheoretical
Model and Persuasion Theory combined to Elaboration
Likelihood Model, can be include for conceptualization of
audiovisual materials.
Perceive the potential of use of audiovisual materials on
treatment sessions for therapeutic purposes.

RESEARCH METHODOLOGY
Case study 3 ( vídeos )
“Relaxation Techniques”
“Motivation to Practice Exercises”
“Passive Smoking”
DATA COLLECTION
Sample – Groups A and B
Data collection method - quantitative and qualitative
Data acquiring instruments – questionnaire and interview
EXPLORATORY METHOD
REVIEW OF LITERATURE

Learning theories
Behaviorism - Taylor,
Miller& Plant, 1994 ; Cole,
Bonem,2000.
Cognitivism - Piaget , 1948;
Smith, 1995.
Constructivism – Piaget
1948; Dick, Carey 2001 ;
Immediate feedback, positive examples, the individual
repeat a certain behavior
Questions and clarifications; examples and practice;
Participation promotion Immediate feedback; positive
examples; forcing the individual to repeat a certain
behavior;
Model for behavior
change
Transtheoretical Model -
James Prochaska , Carlo
DiClemente ,1980; Weinberg
& Gould, 2000.
Stages for behavior change (precontemplation,
contemplation, preparation, action, maintenance and
termination)
Communication theory for
behavior change
Persuasion theory - Castro,
Franco , 2002.
Elaboration Likelihood
Model - Petty & Cacioppo,
1981
Media communication for
health promotion - Rubin,
1993
Media uses and effects, Stimulus and decode the
message .
Process of development of the information (Motivation,
decodification of the message and processing of the
message) , ability and opportunity to process the
information
Examples of media for health promotion (audiovisual,
multimedia interactive, multimedia application with
visual components and interactive)
THEORETICAL FRAMEWORK

STUDY CONTEXTUALIZATION
VIDEO 1 “RELAXATION TECHNIQUES”
VIDEO 2 “MOTIVATION TO PRACTICE EXERCISES”
VIDEO 3 “PASSIVE SMOKING”

VIDEO’S PROTOTYPE EVALUATION - DATA COLLECTION PROCESS
SAMPLE DESCRIPTION - GROUPS A AND B
GROUP “A” - 10 SMOKERS
GROUP “B” - 5 EXPERTS
3 Psychologists and 2 Media
Age - 27 and 38 years
Gender – 4 Female and 1 Male
Psychologists - Smoking Cessation Programs
Media - Sound and Video Art, Visual Effects and Postproduction
Age - 25 and 39 years
Gender - 6 Male and 4 Female
N. of years as a smoker - 4 and 17 years
N. of cigarettes per day - 2 and 40 cigarettes
Stages of TTM - “Precontemplation” and “Maintenance”

VIDEO’S PROTOTYPE EVALUATION - DATA COLLECTION PROCESS
DATA ACQUIRING INSTRUMENTS
QUESTIONNAIRES - GROUP“A”
Questionnaires – 4 questionnaires
Smokers
Questionnaires – 4 questionnaires
Smoking cessation
experts
Media experts Q8 – Evaluation ( Videos 1, 2 and 3)
QUESTIONNAIRES - GROUP“B”
Q5, Q6 and Q7 – Evaluation (Videos
1, 2 and 3)
Q1 – Sample description
Q2 – Video 1 “Relaxation Techniques”
Q3 – Video 2 “Motivation to Practice Exercises”
Q4 – Video 3 “ Passive Smoking”

DATA ACQUIRING INSTRUMENTS
INTERVIEWS
INTERVIEW - GROUP“A” and “B”
Smokers
Smoking cessation
and media experts
Problems and suggestions ( Videos 1, 2 and 3)
Theories and Models presented in the videos,
video’s messages, problems and suggestions (
Videos 1, 2 and 3)

VIDEO’S PROTOTYPE EVALUATION
SETUP OF PRESENTIAL CONTEXT
GROUP “A” and “B”
A total of 15 sessions
Total of 2 hours and 15 min made in person
20 minutes for answer each questionnaire and 20 minutes for
each interview
The test sessions took place at the office during 3 days period
beginning on June 27 , 2010.

RESULTS – QUESTIONNAIRES
SAMPLE OF SMOKERS
70%
60%
80% 80%
70%
60%
70%
80%
60%
30% 30%
10%
20%
30%
40%
20%
10%
40%
0%
10% 10%
0% 0% 0%
10% 10%
0%0% 0% 0% 0% 0% 0% 0% 0% 0%
IQ AQ SQ IQ AQ SQ IQ AQ SQ
smokerssample
V1 - Relaxation Techniques V2 - Motivation Exercises V3 - Passive Smoking
IQ - Image Quality AQ - Audio Quality SQ - Storytelling Quality
QUALITY OF VIDEO'S IMAGE, AUDIO AND STORYTELLING
definitely yes maybe yes maybe no definetily no

RESULTS - QUESTIONNAIRES
SAMPLE OF SMOKERS
30%
50%
10%
40% 40% 40%
20%
10%
30%
10%
0%
20%
Vídeo 1 - Relaxation Tecniques Vídeo 2- Motivation Exercises Vídeo 3- Passive Smoking
smokerssample
LEVEL OF CONVINCEMENT OF THE VIDEO'S MESSAGES
definitely yes maybe yes maybe no definitely no
70%
50%
10%
20%
40% 40%
0%
10%
40%
10%
0%
10%
Vídeo 1- Relaxation Tecniques Vídeo 2 - Motivation Exercises Vídeo 3 -Passive Smoking
smokerssample
CONTRIBUTION'S LEVEL OF EACH VIDEO TO THE SMOKING CESSATION
EFFORT
definitely yes maybe yes maybe no definitely no

RESULTS - QUESTIONNAIRES ( QUALITATIVE)
SAMPLE OF SMOKING CESSATION EXPERTS
0
1
2
3
Vídeo 1 - Relaxation Tecniques Vídeo 2 - Motivation Exercises Vídeo 3 -Passive Smoking
smokingcessationsample
IMPORTANT FEATURES IN PERSUASIVE MESSAGES
positive examples narrative motivation messages text messages information pictures

RESULTS - QUESTIONNAIRES
0
1
2
3
smokingcessationsample
Video 1 Video 2 Video 3
Relaxation Techniques Motivation Exercises Passive Smoking
CONTRIBUTES FOR SMOKING CESSATION PROGRAM
visual images, sound and narrative information messages
positive examples audio
narrative visual messages
pictures history
SAMPLE OF SMOKING CESSATION EXPERTS

RESULTS - QUESTIONNAIRES ( QUALITATIVE)
SAMPLE OF MEDIA EXPERTS
0
1
2
3
Vídeo 1 - Relaxation
Tecniques
Vídeo 2 - Motivation
Exercises
Vídeo 3 - Passive Smoking
mediasample
QUALITY GENERAL ASPECTS OF THE VIDEOS ( MEDIA EXPERTS)
light music settings colors pictures
0
1
2
3
Video 1 - Relaxation
Tecniques
Video 2 - Motivation
Exercises
Video 3 - Passive Smoking
mediasample
QUALITY OF VISUAL PLANS
medium plans close ups different plans

SAMPLE OF MEDIA EXPERTS
0
1
2
3
Vídeo 1- Relaxation
Tecniques
Vídeo 2 - Motivation
Exercises
Vídeo 3 - Passive
Smoking
mediasample
QUALITY OF TECHNIQUE DIMENSIONS
audio edition pos production
0
1
2
3
V1 - Relaxation Tecniques
mediasample
V2 -Motivation Exercises V3 - Passive Smoking
QUALITY OF NARRATIVE STRUCTURE
language stimulation decode the message information simple language and narrative

RESULTS - INTERVIEWS
SAMPLE OF SMOKING CESSATION AND MEDIA EXPERTS
0
1
2
3
4
5
sampleanswers
Constr Behav Cogn Persuasion TTM ELM
THEORIES AND MODELS ( VIDEOS 1, 2 and 3)
Construtivism
Behaviorism
Cognitivism
Persuasssion
TTM
ELM

SAMPLE OF SMOKERS, SMOKING CESSATION AND MEDIA EXPERTS
0% 1% 0% 0% 0%
13% 13%
0%
7%
0%
33%
0% 0%
6% 6%
13%
0%
27%
0%
27%
13%
0% 0% 0%
MG A I S SE VO P N
smokerssample
V1 - Relaxation Techniques V2 - Motivation Exercises V3 - Passive Smoking
MG - Motion Graphics A - Animations I - Interview S - Shock SE - Special Effects
VO - Voice Over P- Pictures N - Narrative
IMPROVEMENTS SUGGESTED BY THE SAMPLE
smoking cessation experts media experts smokers

SAMPLE OF SMOKERS, SMOKING CESSATION AND MEDIA EXPERTS
13%
27%
7%7%
13%
0%0%
20%
0%
Music voice phrases
Video 1 - Relaxation Techniques Video 3 - Passive Smoking
PROBLEMS IDENTIFIED BY THE SAMPLE
smoking cessation experts media experts smokers

CONCLUSIONS
(1) The learning theories and behavior model (Transtheoretical Model) combined
to Persuasion Theory and Elaboration Likelihood Model can be included in the
conceptualization of videos for a smoking cessation program;
(2) The union of the elements based on these theories and models (the process of
learning, participation, motivation and persuasive messages) integrated in the
videos can provide immediate feedback with smokers
(3) The visual language and narrative, as well as technical dimensions are
appropriated to present and decode the message in these specific audiovisual
products.

LIMITATIONS AND PROBLEMS
Small sample size
Language problems (none of the individuals has English as main
language, turned the communications a bit difficult)
The lack of audiovisual professional equipments and appropriate staff influenced
the conceptualization of the video project.
The absence of recording studio had a significant impact for the development
of the video “Relaxation Techniques” affecting the quality of this video.
As an alternative solution for attends the recommendations of the Program, a
second version of this video was created.
Two changes were made: i) a voice over (VO) was inserted ii) new sounds tracks
(meditation songs and relaxation) were selected and inserted to provide the
presentation of techniques more attractive for audience (smokers).

FUTURE RESEARCH
The development of documentaries with real histories
can contribute for the discussion of the tobacco
addiction problem.
Compare the effectiveness of the current videos with other
videos with shocking pictures
.
Compare the effectiveness of the current videos with other videos with 2d
and 3d animations, persuasive messages and shock pictures.

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