Details:

Alternative Title:
Am J Prev Med
Personal Author:
Gibson, Laura A. ; Parvanta, Sarah A. ; Jeong, Michelle ; Hornik, Robert C. ;
Gibson, Laura A. ; Parvanta, Sarah A. ; Jeong, Michelle ; Hornik, Robert C. ; Less -
Description:
Background Although there is evidence that promoting individual cessation aids increases their utilization, mass media campaigns highlighting the benefit of using help to quit have not been evaluated. Purpose To analyze the effects of a Philadelphia adult smoking–cessation media campaign targeting using help in ad taglines from March–November 2012. This study distinctively analyzed the campaign’s impact at both the population level (effects on the average person) and the individual level (effects among those who reported exposure). Methods The 16-month mass media campaign aired in Philadelphia PA from December 2010 to March 2012. A representative sample of adult Philadelphia smokers was interviewed by telephone at baseline (n=491) and new samples were interviewed monthly throughout the campaign (n=2786). In addition, a subsample of these respondents was reinterviewed 3 months later (n=877). Results On average, participants reported seeing campaign ads four times per week. Among individual respondents, each additional campaign exposure per week increased the likelihood of later reporting using help (OR=1.08, p<0.01), adjusting for baseline use of help and other potential confounders. This corresponded to a 5% increase in the use of help for those with average exposure relative to those with no exposure. Cross-sectional associations between individual campaign exposure and intentions to use help were consistent with these lagged findings. However, there was no evidence of population-level campaign effects on use of help. Conclusions Although the campaign was effective at the individual level, its effects were too small to have a population-detectable impact.
Subject:
[+]
Adult
Aged
Age Factors
Article
Confounding Factors, Epidemiologic
Cross-Sectional Studies
Female
Health Promotion
Health Status
Humans
Male
Mass Media
Middle Aged
Philadelphia
Sex Factors
Smoking
Smoking Cessation
Socioeconomic Factors

Source:
Am J Prev Med. 2014; 46(5):487-495
Pubmed ID:
24745639
Pubmed Central ID:
PMC4023347
Document Type:
Journal Article ;
Funding:
P50 CA095856/CA/NCI NIH HHS/United States ; 1U58DP002633-01/DP/NCCDPHP CDC HHS/United States ; P50CA095856/CA/NCI NIH HHS/United States ;
P50 CA095856/CA/NCI NIH HHS/United States ; 1U58DP002633-01/DP/NCCDPHP CDC HHS/United States ; P50CA095856/CA/NCI NIH HHS/United States ; Less -
Collection(s):
CDC Public Access
Main Document Checksum:
[+]
urn:sha256:51549de3f91ae92eb930cbf10d0caf69b2a2649b3e2bd2487eab80cef342f92a
File Type:

Supporting Files

• 	NIHMS578243-supplement-01.docx	docx
  	nihms578243.nxml	xml
  	nihms578243f1.gif	gif
  	nihms578243f1.jpg	jpeg
  	nihms578243f2.gif	gif
  	nihms578243f2.jpg	jpeg

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