Cost-effectiveness of a smokeless tobacco control mass media campaign in India

Murukutla, Nandita; Yan, Hongjin; Wang, Shuo; Negi, Nalin Singh; Kotov, Alexey A.; Mullin, Sandra; Goodchild, Mark

doi:10.1136/tobaccocontrol-2016-053564

Cited by 11 publications

(6 citation statements)

References 21 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Therefore, careful consideration of the content and the target groups are necessary when a mode of communication such as television is used. Development and telecasting advertising is considered as expensive but, it has shown to be cost effectiveness in the literature [15].…”

Section: Discussionmentioning

confidence: 99%

Qualitative analysis to identify determinants of use among different occupational settings and channels of communication to address smokeless tobacco use in Sri Lanka

Amarasinghe

Ratnayake²,

Ranaweera³

et al. 2023

PLOS Glob Public Health

View full text Add to dashboard Cite

Smokeless tobacco (SLT) use is a leading cause for oral and pharyngeal cancers in the Southeast Asian region which leads to considerable morbidity and mortality. This study aims to Identify the determinants of use and channels of communication to address smokeless tobacco use among specific user groups in Sri Lanka. The study uses a qualitative approach with purposive, snowballing sampling among groups. Specific high-risk demographic and occupational groups that are known to have high prevalence of SLT use were identified in five of the 25 administrative districts of Sri Lanka, were approached. Sixty-two in-depth interviews and 10 focus group discussions were carried out among different occupational groups in five districts. Thematic analysis coding each reported determinants and communication methods was carried out. Users of SLT of different groups revealed different determinants of use. Some of the determinants were common to several groups. When investigated the preferred methods to address SLT, it is found that the media use was also different among these groups. All preferred group level awareness programmes to individual level awareness programmes. Most groups watch specific television channels at specific times of the day. Most groups stated that they accepted the messages of religious leaders and cancer victim groups. Radio and newspapers were used rarely by these groups that were studied. Smart phones were used only by urban youth and others used basic mobile phones only for calling. Different risk groups were identified allowing preparation of an overall communication approach to address use of SLT. The findings here Identify determinants of use and the communication approaches that can be used to prepare an effective communication strategy to address SLT use among different and sometimes hidden groups in resource poor settings in low a middle-income country.

show abstract

Section: Discussionmentioning

confidence: 99%

Qualitative analysis to identify determinants of use among different occupational settings and channels of communication to address smokeless tobacco use in Sri Lanka

Amarasinghe

Ratnayake²,

Ranaweera³

et al. 2023

PLOS Glob Public Health

View full text Add to dashboard Cite

show abstract

“…In addition, as part of ThaiHealth’s mandate which places high importance on promoting health in communities, local communities frequently get involved in the related activities and, as such, may increase intensity and range of exposure to the MMSMC to a wider population, especially locals. The MMSMC are also an effective way to change health behavior in other areas of health risk such as tobacco consumption, and that is well evident as a highly cost-effective intervention both in higher- and in lower- and middle-income countries [ 20 , 21 ]. The MMSMC can reduce tobacco use prevalence and prevent its uptake [ 22 ].…”

Section: Discussionmentioning

confidence: 99%

Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption

et al. 2022

View full text Add to dashboard Cite

While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Round1 (2018) and Round2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Round1 and Round2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR = 1.832, 95% CI 1.259–2.666) or ever heard or seen (OR = 1.770, 95% CI 1.264–2.479) or heard and seen (OR = 1.698, 95% CI 1.131–2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Implementation of MMSMC can help the population meet the global recommended level of FV consumption. This study presents its novelty since it was the first to highlight influence of mass media campaigns on increased FV consumption in Asian population. This was also the first study that used data from a population-based longitudinal study. The study suggested that MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population.

show abstract

“…In addition, as part of ThaiHealth's mandate which places high importance on promoting health in communities, local communities frequently get involved in the related activities and, as such, may increase intensity and range of exposure to the MMSMC to a wider population, especially locals. The MMSMC are also an effective way to change health behavior in other areas of health risk such as tobacco consumption, and that is well evident as a highly costeffective intervention both in higher-and in lower-and middle-income countries [18,19]. The MMSMC can reduce tobacco use prevalence and prevent its uptake [20].…”

Section: Discussionmentioning

confidence: 99%

Implementing Population-wide Mass Media Campaigns: Key Driving Factors to Meet Global Recommendations on Fruit and Vegetable Consumption

Phulkerd¹,

Thapsuwan

Chamratrithirong

et al. 2021

Preprint

View full text Add to dashboard Cite

Background While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. Methods The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Wave1 (2018) and Wave2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Wave1 and Wave2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Results Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR=1.832, 95% CI 1.259-2.666) or ever heard or seen (OR=1.770, 95% CI 1.264-2.479) or heard and seen (OR=1.698, 95% CI 1.131-2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Conclusions Implementation of MMSMC can help the population meet the global recommended level of FV consumption. MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population.

show abstract

Cost-effectiveness of a smokeless tobacco control mass media campaign in India

Cited by 11 publications

References 21 publications

Qualitative analysis to identify determinants of use among different occupational settings and channels of communication to address smokeless tobacco use in Sri Lanka

Qualitative analysis to identify determinants of use among different occupational settings and channels of communication to address smokeless tobacco use in Sri Lanka

Implementing population-wide mass media campaigns: Key drivers to meet global recommendations on fruit and vegetable consumption

Implementing Population-wide Mass Media Campaigns: Key Driving Factors to Meet Global Recommendations on Fruit and Vegetable Consumption

Contact Info

Product

Resources

About