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      Antismoking Mass Media Campaigns and Support for Smoke-Free Environments, Mobile County, Alabama, 2011–2012

      research-article
      Author(s): , MPA , , PhD , , JD
      Publication date (Electronic):
      Journal: Preventing Chronic Disease
      Publisher: Centers for Disease Control and Prevention

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          Abstract

          Introduction

          In 2011, the Mobile County Health Department began a 12-month antismoking educational media campaign to educate citizens on the dangers of secondhand smoke. The campaign overlapped with the Centers for Disease Control and Prevention’s 3-month national antismoking Tips from Former Smokers media campaign. We aimed to evaluate the effect of these campaigns on support for smoke-free environments and knowledge of the dangers of secondhand smoke.

          Methods

          Cross-sectional precampaign and postcampaign telephone surveys collected data from a random sample of Mobile County adults in the summers of 2011 and 2012. Outcome measures included changes in support for smoke-free environments and knowledge of the dangers of secondhand smoke. The participation rate among the households that were successfully reached was 45% in 2011 and 44% in 2012.

          Results

          On the postcampaign survey, 80.9% of respondents reported seeing a television advertisement, 29.9% reported hearing a radio advertisement, and 49.0% reported seeing a billboard. Overall, support for smoke-free bars increased significantly after the intervention (38.1% to 43.8%; P = .01) but not for workplaces or restaurants. Self-reported exposure to the media campaign was associated with higher levels of support for smoke-free workplaces, restaurants, and bars.

          Conclusion

          Educational mass media campaigns have the potential to increase support for smoke-free protections and may increase knowledge about the dangers of secondhand smoke among certain populations.

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          Most cited references14

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          Effect of the first federally funded US antismoking national media campaign.

          Tim McAfee, Kevin C Davis, Robert L Alexander … (2013)
          Every year, smoking kills more than 5 million people globally, including 440,000 people in the USA, where the long-term decline in smoking prevalence has slowed. The US Centers for Disease Control and Prevention (CDC) delivered a national, 3-month antismoking campaign called Tips From Former Smokers (Tips) that started in March, 2012, in which hard-hitting, emotionally evocative television advertising was featured, depicting smoking-related suffering in real people. We aimed to assess the effects of the Tips campaign. We undertook baseline and follow-up surveys of nationally representative cohorts of adult smokers and non-smokers. The national effect of the Tips campaign was estimated by applying rates of change in the cohort before and after the campaign to US census data. 3051 smokers and 2220 non-smokers completed baseline and follow-up assessments. 2395 (78%) smokers and 1632 (74%) non-smokers recalled seeing at least one Tips advertisement on television during the 3-month campaign. Quit attempts among smokers rose from 31.1% (95% CI 30.3-31.9) at baseline to 34.8% (34.0-35.7) at follow-up, a 12% relative increase. The prevalence of abstinence at follow-up among smokers who made a quit attempt was 13.4% (95% CI 9.7-17.2). Nationally, an estimated 1.64 million additional smokers made a quit attempt, and 220,000 (95% CI 159,000-282,000) remained abstinent at follow-up. Recommendations by non-smokers to quit grew from 2.6% at baseline to 5.1% at follow-up, and the prevalence of people talking with friends and family about the dangers of smoking rose from 31.9% (95% CI 31.3-32.5) to 35.2% (34.6-35.9), resulting in an estimated 4.7 million additional non-smokers recommending cessation services and more than 6 million talking about the dangers of smoking. The high-exposure Tips media campaign was effective at increasing population-level quit attempts. The growth in smokers who quit and became sustained quitters could have added from a third to almost half a million quality-adjusted life-years to the US population. Expanded implementation of similar campaigns globally could accelerate progress on the WHO Framework Convention on Tobacco Control and reduce smoking prevalence globally. CDC, US Department of Health and Human Services. Copyright © 2013 Elsevier Ltd. All rights reserved.
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            Fifty communities putting prevention to work: accelerating chronic disease prevention through policy, systems and environmental change.

            Janet Collins, Wayne Giles, Robin Soler … (2012)
            The burden of preventable chronic diseases is straining our nation's health and economy. Diseases caused by obesity and tobacco use account for the largest portions of this preventable burden. CDC funded 50 communities in 2010 to implement policy, systems, and environmental (PSE) interventions in a 2-year initiative. Funded communities developed PSE plans to reduce obesity, tobacco use, and second-hand smoke exposure for their combined 55 million residents. Community outcome objectives and milestones were categorized by PSE interventions as they related to media, access, promotion, pricing, and social support. Communities estimated population reach based on their jurisdiction's census data and target populations. The average proportion of each community's population that was reached was calculated for each intervention category. Outcome objectives that were achieved within 12 months of program initiation were identified from routine program records. The average proportion of a community's jurisdictional population reached by a specific intervention varied across interventions. Mean population reach for obesity-prevention interventions was estimated at 35%, with 14 (26%) interventions covering over 50% of the jurisdictional populations. For tobacco prevention, mean population reach was estimated at 67%, with 16 (84%) interventions covering more than 50% of the jurisdictional populations. Within 12 months, communities advanced over one-third of their obesity and tobacco-use prevention strategies. Tobacco interventions appeared to have higher potential population reach than obesity interventions within this initiative. Findings on the progress and potential reach of this major initiative may help inform future chronic disease prevention efforts.
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              Uptake and effectiveness of the Australian telephone Quitline service in the context of a mass media campaign.

              C. Miller (2003)
              Since June 1997, Australia has run its first nationally coordinated mass media anti-smoking campaign, with all States collaborating to offer a standard Quitline service. An overview of the Australian national Quitline service is presented as well as two studies describing (a) the relationship between television advertising and call volume and type, and (b) the quit rates of callers over time. Data on extent of advertising, as measured by weekly television target audience rating points (TARPs), is compared with weekly call volume and disposition. A randomly selected sample of callers was followed up at 3 weeks, 6 months and 12 months to assess caller appraisal and quit rates. The Australian Quitline service, in the context of a nationally coordinated, major anti tobacco campaign. In a one year period from June 1997, 3.6% of adult Australian smokers called the Quitline. Weekly call volume was strongly related to TARPs and increased further when an advertisement specifically promoting the Quitline was broadcast. Calls involving requests for counselling, as opposed to brief calls to request quit materials, were more likely with lower TARPs. Of the cohort who were smoking at baseline, 28% reported they had quit smoking at a one year follow up and 5% had been quit for an entire year. In the context of a national mass media campaign, this study illustrates that it is possible to bring together differing State based services to provide an accessible, acceptable, and effective quit smoking service.
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                Author and article information

                Journal
                Journal ID (nlm-ta): Prev Chronic Dis
                Journal ID (iso-abbrev): Prev Chronic Dis
                Journal ID (publisher-id): PCD
                Title: Preventing Chronic Disease
                Publisher: Centers for Disease Control and Prevention
                ISSN (Electronic): 1545-1151
                Publication date Collection: 2014
                Publication date (Electronic): 04 September 2014
                Volume: 11
                Electronic Location Identifier: E150
                Affiliations
                [1]Author Affiliations: Debra M. McCallum, Michael B. Conaway, The University of Alabama, Tuscaloosa, Alabama.
                Author notes
                Corresponding Author: Gabriel H. Fosson, MPA, Institute for Social Science Research, The University of Alabama, 306 Paul Bryant Dr E, Box 870216, Tuscaloosa, AL 35487. Telephone: 205-348-6233. E-mail: ghfosson@ 123456crimson.ua.edu . After publication of this article, correspondence should be sent to Debra M. McCallum, PhD, at the same address; telephone, 205-348-3820; or e-mail, dmccallu@ 123456ua.edu .
                Article
                Publisher ID: 14_0106
                DOI: 10.5888/pcd11.140106
                PMC ID: 4157558
                PubMed ID: 25188275
                SO-VID: 4186e2b5-4c1b-4c00-9625-7d4f76c75e98
                History
                Categories
                Subject: Original Research
                Series title: Peer Reviewed

                ScienceOpen disciplines: Health & Social care
                Data availability:
                ScienceOpen disciplines: Health & Social care

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