The document discusses designing effective warning messages for cigarette packs. It questions whether current warnings adequately inform smokers of health risks and whether the warnings are visible, legible, easily understood, and frightening enough. The document recommends that good warnings be large, preferably covering 50% of the pack, very visible with black on white or white on black text and images, and have a clear, simple message about specific diseases and risks. Possible warning content and rotating multiple messages are discussed, along with using pictures and packaging inserts to provide more information. Group work is suggested to design new warning concepts.

1. What am I smoking? Designing appropriate warning messages for cigarette packs

2. Why warnings? Right of smokers to know what risks are involved in smoking (consumers’ rights) Right of others to know about the product before they try it Mobile billboards—cheapest and most efficient way to reach your target audience

3. Are current warnings adequate? Are they specific (what diseases, how big is the risk, how much smoking causes those diseases)? Are they visible/legible/easily seen? Is the language clearly understood? Does the warning catch one’s eye? Are they sufficiently frightening?

4. What makes a good warning? Large…preferably 50% of pack Very visible—black on white or white on black Striking—preferably a picture Clear message—what diseases or other problems are caused, size of risk, simple language

5. Content possibilities Smoking kills Smoking causes cancer Smoking harms your family Smoking is addictive Smoking wastes money Smokers die on average eight years younger than non-smokers Quitting smoking now greatly increases your chances of a long life

6. Group work: design warnings What text What picture Rotating messages Large warning on one side, smaller print with explanation on the other Can use pack inserts for more information Quit advice?