The EU has a library of 42 pictures, which all focus on health risks, but other countries sometimes warn smokers about the impact of the habit on their wallets, or use so-called "gain" messages - positive encouragement to smokers explaining that they can rid themselves of addiction.
But Ms. Nonas, along with at least two of her colleagues and a Columbia University professor they consulted, expressed strong doubts about the weight-gain message of the video and urged the department to rethink it.
Previous research has indicated that for health promotion messaging, "gain" framed messages, where the benefits of a procedure or action are emphasized make individuals more receptive to undertake the procedure or behaviour than approaches that emphasize a loss frame [ 38].
This approach results in a large geographical gain per message retransmission, while ensuring that in sparse networking conditions all neighbors get the opportunity to relay the message when necessary.
Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient.
As predicted, the degree of initial processing of the content of the social gain-framed message mediated the relationship between the reward sensitive trait and message effectiveness.
In another article written by him, he said that the audience should "expect to ponder about the events in this film", and finished by saying that the film allows the audience to gain important messages.
However, the results indicate that such gain-framed message has led to overall reduction in drinking in the intervention village.
Overall, gain-framed message statements were more influential among respondents in the decision to seek treatment than were those that were loss-framed.
For six of the statements, the percentage of respondents who indicated the gain-framed message would have a moderate or great amount of influence was significantly higher (p≤0.01) than for the loss-framed statements.
