Abstract:
<jats:title>Abstract</jats:title>
<jats:p><jats:bold>Background </jats:bold>There has been an increase of adapted tobacco control media campaigns in low and middle countries. Adapting existing material offers many benefits especially to countries with limited resources. We adapted three television advertisements for the Tu’u Nei Loa Le Ulaula Tapa’a (Stop Smoking Now) campaign in Samoa. Adaption included rigorous efforts to ensure advertisements were culturally appropriate. <jats:bold>Methods</jats:bold> To determine audiences’ perception and perceived efficacy of anti-tobacco television advertisements to promote smoking cessation, we conducted eight talanoa , a Pacific Islands research methodology, among 54 smokers and non-smokers in Apia, Samoa. The talonoa were transcribed, translated and thematically coded.<jats:bold> </jats:bold><jats:bold>Results</jats:bold> Qualitative results suggest that the advertisements raised the awareness of the participants on the negative health impacts of tobacco use, especially to the internal organs. Graphic, and emotionally evocative advertisements, especially those that impact on the family, have greater potential to motivate Samoans to quit.<jats:bold>Conclusion</jats:bold> Study findings provide preliminary evidence that adapting advertisements may offer a cost-effective strategy to reduce smoking rates for low- and middle-income countries to use existing campaigns that have been proven effective in other countries.</jats:p>
