‘Ik wed dat ik het kan!’ – Bereik en effect van een televisieprogramma over stoppen met roken bij laag-, middelbaar en hoogopgeleide rokers

Abstract

Introduction Smoking is in the Netherlands more prevalent among lower and moderate educated than among higher educated people. The entertainment-education television show ‘I bet I can do it!’ was specifically designed to stimulate smoking cessation among low and moderate educated smokers. Methods The effect of the television show was evaluated with longitudinal data of the International Tobacco Control Policy Evaluation Project. Dutch smokers (n = 1,743) aged 15 years and older filled in a survey before and after the seven episodes of ‘I bet I can do it!’ in 2008. Results Low educated (OR = 1,55, p = 0,048) and moderate educated respondents (OR = 1,99, p < 0,001) had seen the television show significantly more often than high educated respondents. The show was not significantly associated with self efficacy, quit intention, and quit success, but it was significantly associated with more quit attempts among moderate educated respondents (OR = 2,36, p < 0,001). Conclusion The reach of ‘I bet I can do it!’ and the effect on quit attempts was larger among moderate educated smokers. The entertainment-education strategy for smoking cessation television programs should be further refined. This can possible lead to a program that has positive effects on the quit intention, self efficacy, quit attempts and the quit success of low and moderate educated smokers.

Procesoptimalisatie van gedragsinterventies

“…Om het rendement van een dergelijke interventie te kunnen bepalen, wordt daarbij onderzocht in hoeverre de gemaakte inspanning (en daaraan verbonden kosten) zich verhouden tot het behaalde resultaat. Voorbeelden zijn campagnes die als doelstelling hebben bepaald gedrag te bevorderen in relatie tot het stoppen met roken (Nagelhout et al, 2014), veilig vrijen (Khattri, 2015) of gezond eten (Guthrie, Mancino & Jordan-Lin, 2015). De nadruk wordt daarbij gelegd op het optimaliseren van het proces om gezondheid bevorderend gedrag te stimuleren.…”