Which is the best communication strategy, based on anti-tobacco ads, to impress teenagers? A multicenter cross-sectional study

Background. Well-planned mass-media campaigns can increase health literacy and raise awareness about the consequences of tobacco use. This study aims to evaluate the emotions and opinions of adolescents about several anti-tobacco spots delivered by the mass media over the world. Study design. Cross-sectional study. Methods. The study was conducted in Italy in 2016–2017 among students aged 13–17 years. Students expressed their emotions and opinions about seven anti-tobacco spots from all over the world on different topics and styles. Results. 499 students attended. The video “Sponge” was found to be the most impressive (30.2%) and what they would have chosen if they had been responsible for …