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Evaluation of a mass media campaign promoting using help to quit smoking.

ABSTRACT: BACKGROUND:Although there is evidence that promoting individual cessation aids increases their utilization, mass media campaigns highlighting the benefit of using help to quit have not been evaluated. PURPOSE:The effects of a Philadelphia adult smoking-cessation media campaign targeting using help in ad taglines were analyzed from March to November 2012. This study distinctively analyzed the campaign's impact at both the population level (effects on the average person) and the individual level (effects among those who reported exposure). METHODS:The 16-month mass media campaign aired in Philadelphia PA from December 2010 to March 2012. A representative sample of adult Philadelphia smokers was interviewed by telephone at baseline (n=491) and new samples were interviewed monthly throughout the campaign (n=2,786). In addition, a subsample of these respondents was reinterviewed 3 months later (n=877). RESULTS:On average, participants reported seeing campaign ads four times per week. Among individual respondents, each additional campaign exposure per week increased the likelihood of later reporting using help (OR=1.08, p<0.01), adjusting for baseline use of help and other potential confounders. This corresponded to a 5% increase in the use of help for those with average exposure relative to those with no exposure. Cross-sectional associations between individual campaign exposure and intentions to use help were consistent with these lagged findings. However, there was no evidence of population-level campaign effects on use of help. CONCLUSIONS:Although the campaign was effective at the individual level, its effects were too small to have a population-detectable impact.

SUBMITTER: Gibson LA

PROVIDER: S-EPMC4023347 | biostudies-literature | 2014 May

REPOSITORIES: biostudies-literature

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Evaluation of a mass media campaign promoting using help to quit smoking.

Gibson Laura A LA Parvanta Sarah A SA Jeong Michelle M Hornik Robert C RC

American journal of preventive medicine 20140501 5

<h4>Background</h4>Although there is evidence that promoting individual cessation aids increases their utilization, mass media campaigns highlighting the benefit of using help to quit have not been evaluated.<h4>Purpose</h4>The effects of a Philadelphia adult smoking-cessation media campaign targeting using help in ad taglines were analyzed from March to November 2012. This study distinctively analyzed the campaign's impact at both the population level (effects on the average person) and the ind ...[more]

PMID: 24745639

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Project description:WHAT IS ALREADY KNOWN ABOUT THIS SUBJECT * Recruitment is key to the success of clinical trials. * Many clinical trials fail to achieve adequate recruitment. * Public understanding and engagement in clinical research could be improved. WHAT THIS STUDY ADDS * 'Get Randomised' is the first campaign of its kind in the UK. * It is possible to improve public awareness of clinical research using the media. * Further work is needed to determine whether improved public awareness leads to increased participation in clinical research in the future. AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The 'Get Randomised' campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). 'Get Randomised' was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P < 0.01). Of those who recalled the advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign ['yes' 31.3% (28.4, 34.1) prior; 30.4% (27.6, 33.2) following; difference =-0.9%; 95% CI for difference -4.8, 3.1%; P= 0.92]. CONCLUSIONS It is possible to raise public awareness of clinical research using the media, but further efforts may be required to influence individuals' decisions to take part in clinical research.

Project description:BackgroundTasmania, the smallest state by population in Australia, has a comprehensive tobacco control mass media campaign program that includes traditional (eg, television) and "new" channels (eg, social media), run by Quit Tasmania. The campaign targets adult smokers, in particular men aged 18-44 years, and people from low socioeconomic areas.ObjectiveThis study assesses the impact of the 2019-2021 campaign program on smokers' awareness of the campaign program, use of Quitline, and smoking-related intentions and behaviors.MethodsWe used a tracking survey (conducted 8 times per year, immediately following a burst of campaign activity) to assess campaign recall and recognition, intentions to quit, and behavioral actions taken in response to the campaigns. The sample size was approximately 125 participants at each survey wave, giving a total sample size of 2000 participants over the 2 years. We merged these data with metrics including television target audience rating points, digital and Facebook (Meta) analytics, and Quitline activity data, and conducted regression and time-series modeling.ResultsOver the evaluation period, unprompted recall of any Quit Tasmania campaign was 18%, while prompted recognition of the most recent campaign was 50%. Over half (52%) of those who recognized a Quit Tasmania campaign reported that they had performed or considered a quitting-related behavioral action in response to the campaign. In the regression analyses, we found having different creatives within a single campaign burst was associated with higher campaign recall and recognition and an increase in the strength of behavioral actions taken. Higher target audience rating points were associated with higher campaign recall (but not recognition) and an increase in quit intentions, but not an increase in behavioral actions taken. Higher Facebook advertisement reach was associated with lower recall among survey participants, but recognition was higher when digital channels were used. The time-series analyses showed no systematic trends in Quitline activity over the evaluation period, but Quitline activity was higher when Facebook reach and advertisement spending were higher.ConclusionsOur evaluation suggests that a variety of creatives should be used simultaneously and supports the continued use of traditional broadcast channels, including television. However, the impact of television on awareness and behavior may be weakening. Future campaign evaluations should closely monitor the effectiveness of television as a result. We are also one of the first studies to explicitly examine the impact of digital and social media, finding some evidence that they influence quitting-related outcomes. While this evidence is promising for campaign implementation, future evaluations should consider adopting rigorous methods to further investigate this relationship.

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Evaluation of a mass media campaign promoting using help to quit smoking.

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Evaluation of a mass media campaign promoting using help to quit smoking.

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