Squeezing new life out of an old Sponge: how to modernise an anti‐smoking media campaign to capture a new market

Cotter, Trish; Hung, Wai Tak; Perez, Donna; Dunlop, Sally; Bishop, James F.

doi:10.1111/j.1753-6405.2010.00654.x

Cited by 6 publications

(5 citation statements)

References 13 publications

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“…Choosing NHE messages may maximise efficiency, although even campaigns with the highest impact messages cannot be effective unless they reach a sufficient percentage of the population over time. Adapting and recycling messages already used successfully in other jurisdictions can avoid the substantial costs of campaign development, as long as these messages pre-test well locally 98 99. Finally, MMCs may perform optimally when there is less competition from tobacco marketing (such as price discounting and promotion of attractive tobacco imagery).…”

Section: Conclusion and Lessons For Practicementioning

confidence: 99%

Mass media campaigns to promote smoking cessation among adults: an integrative review

2012

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Objective This review summarises the impact of mass media campaigns on promoting quitting among adult smokers overall and for subgroups; the influence of campaign intensity and different channels; the effects of different message types. Methods The present work updates two reviews published in 2008 by searching databases using a standard search string. Articles in languages other than English were excluded, as well as letters and editorials. Screening of abstracts yielded 194 potentially relevant articles. Abstracts were evaluated by 2 authors, excluding articles that focused on populations other than adults and according to other specified criteria, resulting in 26 studies reported in 29 articles. Studies were categorised as (a) population-based studies of campaign effects and (b) studies comparing message types, using either population-based or forced exposure methods. Findings of subgroup differences for each study were noted, as well as study strengths and limitations. Results Overall, the studies have strengthened the evidence that mass media campaigns conducted in the context of comprehensive tobacco control programmes can promote quitting and reduce adult smoking prevalence, but that campaign reach, intensity, duration and message type may influence success. Achievement of sufficient population exposure is vital, especially for lower socioeconomic status smokers, with television remaining the primary channel to effectively reach and influence adult smokers. Studies comparing different message types found negative health effects messages most effective at generating increased knowledge, beliefs, positive perceived effectiveness ratings, or quitting behaviour, while there was more mixed evidence for other message types. A few studies further suggest that negative health effects messages may also contribute to reductions in socioeconomic disparities in smoking. Conclusions Mass media campaigns to promote quitting are important investments as part of comprehensive tobacco control programmes to educate about the harms of smoking, set the agenda for discussion, change smoking attitudes and beliefs, increase quitting intentions and quit attempts, and reduce adult smoking prevalence. Jurisdictions should aim for high reach and consistent exposure over time with preference towards negative health effects messages.

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Section: Conclusion and Lessons For Practicementioning

confidence: 99%

Mass media campaigns to promote smoking cessation among adults: an integrative review

2012

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“…3. Careful adaptation and recycling of media campaign messages already used successfully elsewhere can minimize the substantial cost and time involved in campaign development, as long as these messages pretest well with one's local population (Cotter, Hung, Perez, Dunlop, & Bishop, 2011;Cotter et al, 2010). Are there some types of messages that are consistently able to be adapted more easily?…”

Section: Research Opportunitiesmentioning

confidence: 99%

Tobacco Packaging and Mass Media Campaigns: Research Needs for Articles 11 and 12 of the WHO Framework Convention on Tobacco Control

Hammond

Wakefield

Durkin

et al. 2012

Nicotine & Tobacco Research

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“…It is promising that some progressive anti- tobacco campaigns, such as 'tobacco is eating your baby alive' (2015), have been delivered in Bangladesh recently [32]. Such campaigns focusing on harm of second hand smoking and content of smoking such as cyanide and carbon monoxide and their health risks would be more beneficial to reduce smoking prevalence, if conducted throughout the year [33]. Considering the level of knowledge of the health effects of tobacco use in Bangladesh, brief advice in primary health care, a free national Quitline, text messaging, medication and specialised treatment need to be integrated into the health care system in Bangladesh to reduce the burden of tobacco use [34].…”

Section: Discussionmentioning

confidence: 99%

Trend over time on knowledge of the health effects of cigarette smoking and smokeless tobacco use in Bangladesh: Findings from the International Tobacco Control Policy Evaluation Bangladesh Surveys

Naznin

George

Driezen

et al. 2023

Drug and Alcohol Review

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IntroductionCigarette smoking and smokeless tobacco (ST) use are prevalent in Bangladesh. This longitudinal study examined how knowledge of the health effects of smoking and ST use in Bangladesh has changed overtime with the country's acceleration of tobacco control efforts.MethodsData were analysed from the International Tobacco Control Survey, a nationally representative longitudinal study of users and non‐users of tobacco (aged 15 and older) in Bangladesh, across four waves conducted in 2009 (n = 4378), 2010 (n = 4359), 2012 (n = 4223) and 2015 (n = 4242). Generalised estimating equations assessed the level of knowledge about harms of tobacco use across four waves. Multivariable logistic regressions assessed whether knowledge of health effects from cigarette smoking and ST use in 2015 differed by user group.ResultsIn 2015 survey, most tobacco users were aware that cigarette smoking causes stroke (92%), lung cancer (97%), pulmonary tuberculosis (97%) and ST use causes mouth cancer (97%) and difficulty in opening mouth (80%). There were significant increases in the total knowledge score of smoking related health harm from 2010 to 2012 (mean difference = 0.640; 95% confidence interval [CI] 0.537, 0.742) and 2012 to 2015 (mean difference = 0.555; 95% CI 0.465, 0.645). Participants had greater odds of awareness for ST health effects from 2010 to 2015.Discussion and ConclusionsThe results suggest that increasing efforts of awareness policy interventions is having a positive effect on tobacco‐related knowledge in Bangladesh. These policy initiatives should be continued to identify optimal methods to facilitate behaviour change and improve cessation of smoking and ST use.

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Squeezing new life out of an old Sponge: how to modernise an anti‐smoking media campaign to capture a new market

Abstract: Objectives: The iconic Sponge antismoking television advertisement was first made in Sydney, Australia, in 1979. In 2007, it was re-made for a new generation of smokers. This paper examines

Cited by 6 publications

References 13 publications

Mass media campaigns to promote smoking cessation among adults: an integrative review

Mass media campaigns to promote smoking cessation among adults: an integrative review

Tobacco Packaging and Mass Media Campaigns: Research Needs for Articles 11 and 12 of the WHO Framework Convention on Tobacco Control

Trend over time on knowledge of the health effects of cigarette smoking and smokeless tobacco use in Bangladesh: Findings from the International Tobacco Control Policy Evaluation Bangladesh Surveys

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