Reactions to quit smoking campaign messages by US adults who smoke menthol cigarettes: A focus group study
6 affiliations
- 1Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, NC, 27599, United States
- 2Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, NC, 27599, United States
- 3Department of Public Health Education, University of North Carolina, Greensboro, NC, 27412, United States
- 4Hussman School of Journalism and Media, University of North Carolina, Chapel Hill, NC, 27599, United States
- 5Department of Psychology and Neuroscience, University of North Carolina, Chapel Hill, NC, 27599, United States
- 6Carolina Population Center, University of North Carolina, Chapel Hill, NC, 27599, United States
Abstract
Introduction:: State and local menthol cigarette bans are increasingly common, but strategies to boost their impact remain unclear. A campaign that encourages people who smoke menthol cigarettes to quit smoking altogether could amplify the benefits of bans. This study examined reactions to campaign messages in a situation where menthol cigarettes are no longer being sold among adults who smoke menthol cigarettes.
Methods:: We conducted 6 semi-structured focus groups, each with 7–9 adults ages 21+ years, who smoked menthol cigarettes (n = 50). Four of the focus groups were among populations with higher menthol cigarette use (ie, Black and lesbian, gay and bisexual adults). Participants shared reactions to 12 campaign messages that aimed to encourage quitting smoking (eg, “You can start your quit journey today” and “You’ve got this!”). We conducted qualitative thematic analyses.
Results:: Messages that used supportive language (eg, “Every attempt counts”) motivated participants to want to quit. Nuanced messages about money (reward vs. saving) and family (quit to spend time with family vs. quit for family), as well as encouragement to set small attainable goals also received positive reactions. Messages about mental health benefits of quitting received mixed feedback. Phrases like “quit smoking now” and mention of menthol cigarettes, as opposed to cigarettes in general, were described as punitive and negatively targeted.
Conclusions:: Our study provides guidance for campaign developers seeking to encourage adults who smoke menthol cigarettes to quit smoking. Findings highlight the need for nuanced health communication to support quitting smoking among priority populations.
Implications:: Most smoking cessation health communication campaigns are not designed for people who smoke menthol cigarettes. Findings suggest that campaign developers should consider creating clear and direct messages that incorporate supportive and positive language, emphasize rewards and setting realistic and attainable goals, and avoid potentially stigmatizing language about menthol cigarettes.
Related
- Dual use of e-cigarettes and combustible cigarettes elevates salivary DKK1 levels similar to exclusive smoking.
- The relationship between empathic responses to a targeted anti-smoking campaign and smoke-free intention among adolescents: A cross-sectional analysis by smoking status.
- Are population-wide mass media campaigns still relevant in an era of low smoking prevalence? Insights from the Power to Quit campaign in England
- Comparing the Sensory Effects of Menthol and Synthetic Coolants in e-Liquids: A Pilot Investigation
- Effect of l-menthol on breathlessness and exercise endurance in COPD: a randomised crossover trial.
BibTeX
@article{vereen2026reactions,
title = {{Reactions to quit smoking campaign messages by US adults who smoke menthol cigarettes: A focus group study}},
author = {Rhyan N. Vereen and Mayank Sakhuja and Shayna Farris and Jennifer M. Sheldon and Chisom Ojukwu and Emmanuel Saint-Phard and Sarah D. Mills and Carrie Rosario and Kurt M. Ribisl and Allison J. Lazard and Paschal Sheeran and Noel T. Brewer and Marissa G. Hall},
journal = {Nicotine \& tobacco research : official journal of the Society for Research on Nicotine and Tobacco},
year = {2026},
month = jun,
doi = {10.1093/ntr/ntag124},
url = {https://doi.org/10.1093/ntr/ntag124},
note = {CC BY-NC-ND 4.0},
}
RIS
TY - JOUR
TI - Reactions to quit smoking campaign messages by US adults who smoke menthol cigarettes: A focus group study
AU - Rhyan N. Vereen
AU - Mayank Sakhuja
AU - Shayna Farris
AU - Jennifer M. Sheldon
AU - Chisom Ojukwu
AU - Emmanuel Saint-Phard
AU - Sarah D. Mills
AU - Carrie Rosario
AU - Kurt M. Ribisl
AU - Allison J. Lazard
AU - Paschal Sheeran
AU - Noel T. Brewer
AU - Marissa G. Hall
PY - 2026
DA - 2026/06/03
JO - Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco
DO - 10.1093/ntr/ntag124
UR - https://doi.org/10.1093/ntr/ntag124
AB - Introduction:: State and local menthol cigarette bans are increasingly common, but strategies to boost their impact remain unclear. A campaign that encourages people who smoke menthol cigarettes to quit smoking altogether could amplify the benefits of bans. This study examined reactions to campaign messages in a situation where menthol cigarettes are no longer being sold among adults who smoke menthol cigarettes. Methods:: We conducted 6 semi-structured focus groups, each with 7–9 adults ages 21+ years, who smoked menthol cigarettes (n = 50). Four of the focus groups were among populations with higher menthol cigarette use (ie, Black and lesbian, gay and bisexual adults). Participants shared reactions to 12 campaign messages that aimed to encourage quitting smoking (eg, “You can start your quit journey today” and “You’ve got this!”). We conducted qualitative thematic analyses. Results:: Messages that used supportive language (eg, “Every attempt counts”) motivated participants to want to quit. Nuanced messages about money (reward vs. saving) and family (quit to spend time with family vs. quit for family), as well as encouragement to set small attainable goals also received positive reactions. Messages about mental health benefits of quitting received mixed feedback. Phrases like “quit smoking now” and mention of menthol cigarettes, as opposed to cigarettes in general, were described as punitive and negatively targeted. Conclusions:: Our study provides guidance for campaign developers seeking to encourage adults who smoke menthol cigarettes to quit smoking. Findings highlight the need for nuanced health communication to support quitting smoking among priority populations. Implications:: Most smoking cessation health communication campaigns are not designed for people who smoke menthol cigarettes. Findings suggest that campaign developers should consider creating clear and direct messages that incorporate supportive and positive language, emphasize rewards and setting realistic and attainable goals, and avoid potentially stigmatizing language about menthol cigarettes.
SN - 1462-2203
SN - 1469-994X
ER -