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Evaluation of a federally funded mass media campaign and smoking cessation in pregnant women: a population-based study in three states.

ABSTRACT: OBJECTIVES:In 2012, theCenters for Disease Control and Prevention initiated a national anti-smoking campaign, Tips from Former Smokers (Tips). As a result of the campaign, quit attempts among smokers increased in the general population by 3.7 percentage points. In the current study, we assessed the effects of Tips on smoking cessation in pregnant women. METHODS:We used 2009-2013 certificates of live births in three US states: Indiana, Kentucky and Ohio. Smoking cessation by the third trimester of pregnancy was examined among women who smoked in the 3 months prepregnancy. Campaign exposure was defined as overlap between the airing of Tips 2012 (March 19-June 10) and the prepregnancy and pregnancy periods. Women who delivered before Tips 2012 were not exposed. Adjusted logistic regression was used to determine whether exposure to Tips was independently associated with smoking cessation. RESULTS:Cessation rates were stable during 2009-2011 but increased at the time Tips 2012 aired and remained elevated. Overall, 32.9% of unexposed and 34.7% of exposed smokers quit by the third trimester (p<0.001). Exposure to Tips 2012 was associated with increased cessation (adjusted OR: 1.07, 95% CI 1.05 to 1.10). CONCLUSIONS:Exposure to a national anti-smoking campaign for a general audience was associated with smoking cessation in pregnant women.

SUBMITTER: England L

PROVIDER: S-EPMC5778314 | biostudies-literature | 2017 Dec

REPOSITORIES: biostudies-literature

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Evaluation of a federally funded mass media campaign and smoking cessation in pregnant women: a population-based study in three states.

England Lucinda L Tong Van T VT Rockhill Karilynn K Hsia Jason J McAfee Tim T Patel Deesha D Rupp Katelin K Conrey Elizabeth J EJ Valdivieso Claudia C Davis Kevin C KC

BMJ open 20171219 12

<h4>Objectives</h4>In 2012, theCenters for Disease Control and Prevention initiated a national anti-smoking campaign, <i>Tips from Former Smokers</i> (<i>Tips</i>). As a result of the campaign, quit attempts among smokers increased in the general population by 3.7 percentage points. In the current study, we assessed the effects of <i>Tips</i> on smoking cessation in pregnant women.<h4>Methods</h4>We used 2009-2013 certificates of live births in three US states: Indiana, Kentucky and Ohio. Smokin ...[more]

PMID: 29259054

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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.

Dataset Information

Evaluation of a federally funded mass media campaign and smoking cessation in pregnant women: a population-based study in three states.

Publications

Evaluation of a federally funded mass media campaign and smoking cessation in pregnant women: a population-based study in three states.

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