Interactive tobacco control drama:its design and effect evaluation / 上海预防医学

ABSTRACT

Objective To explore the methods of tobacco control through interactive sitcoms and evaluate its impact on audience in their empathy, knowledge acquisition and behavior, providing basis for health communication activities in relation to tobacco control. Methods Relevant knowledge and skills on tobacco control were integrated into the drama, which ran for 8 performances in Shanghai.Four of them were randomly selected for evaluation.All the audience were invited to complete a questionnaire. Results Over 90% of the audience gave affirmation to the design, performance and interaction of the drama.More than 70% smokers established their supportive attitude for smoke free environment.Audience who preferred interactive activities (OR=8.72, 95%CI3.16-24.09) had higher education level (OR=2.10, 95%CI1.06-4.14), and more empathy on roles (OR=6.63, 95%CI2.38-18.51) thought psycho-scene drama had more effect than traditional ways on tobacco control.Smokers were curious to know the ending of the story (OR=3.90, 95%CI1.73-8.79), wanted to learn more ways to discourage smoking (OR=4.00, 95%CI1.88-8.49) and thought psycho-scene drama had more effect than traditional ways in this regard (OR=7.03, 95%CI2.58-19.18).They came to have a stronger will to discourage smoking. Conclusion Psycho-scene drama proves to be a feasible way in tobacco control communication with a good effect on knowledge communication and behavior change.