Initial phase stimuli
| Number | Description | Theme |
|---|---|---|
| 1 | Community cessation booth in local shopping centre showing smoker receiving quit advice from a quit-card provider | Empowering smokers to quit when they are ready |
| 2 | Young girl using an asthma inhaler in a playground area. | Negative effects of second-hand smoke on those who cannot avoid exposure |
| 3 | Young Pacific girl wearing a tobacco-free Pasifika T-shirt | Creating a tobacco-free world for children |
| 4 | Group of four Maori women outside smoking during a work break | Shows negative effects of addiction; unglamorous image, but also camaraderie of smoking |
| 5 | In-store display of tobacco products, framed by confectionery | Illustrates how tobacco is positioned as a normal product and presents a “child's-eye” view |
| 6 | Smoker rolling a “roll-your-own” cigarette | Positive connotations of anticipation and the “art of rolling”, negative connotations of addiction |
| 7 | Women smoking outside workplace | Positive connotations of smoking in a social setting, negative connotations of addiction |
| 8 | Female celebrity smoking during a performance | Positive connotations of glamour and celebrity endorsement; negative connotations of poor role-modelling |
| 9 | Woman smoking and reading while relaxing in a public space | Positive connotations of smoking and relaxation |
| 10 | Pacific woman smoking alone outside | Positive connotations of a break; negative connotations of ostracism |
| 11 | Cigarette butts in ashtray; one stick has ‘cancer’ written on it | Negative connotations of health consequences of smoking |
| 12 | Woman's hand holding lit cigarettes with a small child in the background | Negative connotations of second-hand smoke and poor role modelling |
| 13 | Woman smoking inside car (window slightly open); school age girl looking uncomfortable in back | Negative consequences of exposing others to second-hand smoke |
| 14 | Woman lighting cigarette at isolated beach | Positive connotations of having time out relaxing; negative connotations of smoking and litter in a natural area |
| 15 | Large pile of cigarette butts dumped at side of country road | Negative connotations of litter and lack of thoughtfulness |
| 16 | Stressed-looking woman smoking | Positive connotations of smoking as a means of relieving stress |
| 17 | Woman smoking with back to partner, taking time out during an argument | Positive connotations of smoking as a means of relieving stress |
| 18 | Group smoking on street during winter | Positive connotation of group activity; negative connotation of smoking outside in cold weather and ostracism |
| 19 | Young woman smoking and eating an ice cream | Positive association of smoking and fun |
| 20 | Young adults smoking and drinking outside a bar | Positive connotations of smoking as a social and accepted group activity |
| 21 | One woman in a group smoking outside café in winter | Positive connotations of social group; negative connotations of being outside and the only one to smoke |
| 22 | Two men, one blue-collar and one white-collar, taking a ‘smoko’ break on the street outside a building | Positive connotation of shared behaviour; negative connotation of footpath smoking near a no smoking sign |
| 23 | Image of dollar note being lit like a cigarette | Negative connotation of the cost of smoking |
| 24 | Two men sitting on a bench at a “smoko” break; one is smoking | Negative connotation of distance between then and smoking under a no smoking sign |
| 25 | Māori warrior | Negative connotation of smoking as Māori had a tupeka kore (tobacco free) society prior to European colonisation |
| 26 | Elderly woman lighting a cigarette from the candle on a 100th birthday cake | Positive connotation to suggest smokers can live longer lives; negative connotations as smoking is not depicted as glamorous |
| 27 | Nicotine patch on young woman's arm | Positive connotations of quitting; negative connotations of NRT side effects |
| 28 | Pregnant woman sitting on a bench smoking | Negative connotations of harm to unborn child |
| 29 | Sonny Bill Williams, a rugby and rugby league hero | Negative connotations as it suggests the importance of health to a high-level sporting personality |
| 30 | Smoke-free sign in playground | Positive connotations regarding smoke-free areas for children; negative reflections on children's exposure to second-hand smoke and smoking role models |
| 31 | Cigarettes displayed as a spider's web. | Negative connotations of addiction. |
| 32 | Woman snapping a cigarette in half. | Positive connotations of asserting control over smoking |
NRT, nicotine replacement therapy.