Age can influence reaction to message content. For example, Henley and Donovan illustrate that scare in the media have little effect on older females, who respond significantly more to non-threats, whereas older males were seen to respond more to scare tactics. Other research suggests age-related complexities. For example in a drug use campaign different age groups reported different drug use levels with campaign awareness. The wording of health promotion message will also need consideration. How a health product is labeled or packaged has an impact on different audiences. Latimer et al. note that adolescent smokers find generic warning labels on cigarette packets uninteresting and irrelevant, and only pay attention or think about these labels some of the time suggesting other preventive strategies may need to be considered for younger smokers