Reactions to Quit Smoking Campaign Messages by US Adults Who Smoke Menthol Cigarettes: A Focus Group Study

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 with populations at higher menthol cigarette use (i.e., Black and lesbian, gay and bisexual adults). Participants shared reactions to 12 campaign messages that aimed to encourage quitting smoking (e.g., "You can start your quit journey today" and "You've got this!"). We conducted qualitative thematic analyses. RESULTS: Messages that used supportive language (e.g., "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.