What is the role of tobacco control advertising intensity and duration in reducing adolescent smoking prevalence? Findings from 16 years of tobacco control mass media advertising in Australia

White, Victoria; Durkin, Sarah; Coomber, Kerri; Wakefield, Melanie

doi:10.1136/tobaccocontrol-2012-050945

Cited by 40 publications

(35 citation statements)

References 19 publications

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“…An Australian study found a reduction in adolescent smoking prevalence with ‘predominantly adult-oriented campaigns’ 17. Also, adult-focused advertisements are noticed by adolescents and are perceived by them to be effective in changing their behaviour based on Australian18 and US studies 19 20.…”

Section: Methodsmentioning

confidence: 99%

A national quitline service and its promotion in the mass media: modelling the health gain, health equity and cost–utility

et al. 2017

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Section: Methodsmentioning

confidence: 99%

A national quitline service and its promotion in the mass media: modelling the health gain, health equity and cost–utility

et al. 2017

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“…The majority of evidence indicates that these mass media campaigns are effective in motivating individuals to think about quitting, try to quit, get help for quitting and stay quit (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29). At the population level, advertisements are also associated with decreases in cigarette consumption and smoking prevalence (13,15,16,19,(30)(31)(32)(33)(34)(35). Although the magnitude of the effect of media campaigns on cessation is estimated to be fairly small, when this small effect is applied over an entire population the reductions can be very meaningful.…”

Section: Introductionmentioning

confidence: 99%

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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IntroductionEvidence indicates that anti-tobacco advertisement can be an effective way of encouraging smokers to quit smoking, but the majority of this evidence uses aggregate measures of assessing advertisement exposure rather than exposure to specific advertisements. ObjectiveUsing a sample of California Adults (18-64 years) (n = 2596), we sought to assess recall of four anti-tobacco television advertisements developed by the California Tobacco Control Program (CTCP) and assess how recall of each advertisement predicted quitting behavior after one year. ResultsCompared to three other ads, more respondents recalled an advertisement depicting a girl who transforms into a women with a whole in hear throat, as a women explains how she was targeted by the tobacco industry at a young age (58.5% vs 23.1%, 23.4% and 25.6%; p <0.0001). Respondents who reported seeing this advertisement at baseline had a higher probability of making a quit attempt between baseline and follow-up (Adjusted Risk Ratio (aRR): 1.18; 95% Confidence Interval (CI): 1.03 to 1.34) and a higher probability being in a period of smoking abstinence for a month at follow up (aRR: 1.55; 95% CI: 1.02 to 2.37). This association was not found for recall of other television advertisements. ConclusionProducing even one television advertisement with a spokesperson who discusses their personal negative experience with tobacco may be recalled by large portion of the smoking population and may have an impact on cessation.

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“…Mass media campaigns have been shown to reduce tobacco use among youth and young adults, 1–6 and these campaigns form a pivotal component of comprehensive tobacco control programs around the world. 7,8 Campaign developers face several important decisions when designing campaigns to reduce tobacco use.…”

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Promising Themes for Antismoking Campaigns Targeting Youth and Young Adults

et al. 2017

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Objectives Behavior change campaigns typically try to change beliefs that influence behaviors, with targeted beliefs comprising the campaign theme. We present an empirical approach for choosing among a large number of potential themes, and results from the implementation of this approach for campaigns aimed at 4 behavioral targets: (1) preventing smoking initiation among youth, and (2) preventing initiation, (3) stopping progression to daily smoking and (4) encouraging cessation among young adults. Methods An online survey of 13- to 17-year-olds and 18- to 25-year-olds in the United States (US), in which 20 potential campaign themes were represented by 154 beliefs. For each behavioral target, themes were ranked based on the strength of belief-intention and belief-behavior associations and size of the population not already endorsing the beliefs. Results The most promising themes varied across behavioral targets but 3 were consistently promising: consequences of smoking for mood, social acceptance and social popularity. Conclusions Using a robust and systematic approach, this study provides campaign developers with empirical data to inform their selection of promising themes. Findings related to the campaign to prevent initiation among youth informed the development of the US Food and Drug Administration’s “The Real Cost” campaign.

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What is the role of tobacco control advertising intensity and duration in reducing adolescent smoking prevalence? Findings from 16 years of tobacco control mass media advertising in Australia

Abstract: Both antismoking advertising intensity and duration are important for ensuring reductions in adolescent smoking prevalence.

Cited by 40 publications

References 19 publications

A national quitline service and its promotion in the mass media: modelling the health gain, health equity and cost–utility

A national quitline service and its promotion in the mass media: modelling the health gain, health equity and cost–utility

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Promising Themes for Antismoking Campaigns Targeting Youth and Young Adults

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