Mudde A N, De Vries H
Department of Health Education and Promotion, Maastricht University, The Netherlands.
Am J Public Health. 1999 Mar;89(3):346-50. doi: 10.2105/ajph.89.3.346.
This study examined the reach, effectiveness, and cost-effectiveness of a mass media-led smoking cessation campaign including television shows, a television clinic, a quit line, local group programs, and a comprehensive publicity campaign.
A random sample of baseline smokers (n = 1338) was interviewed before and after the campaign and at a 10-month follow-up. A nonpretested control group (n = 508) of baseline smokers was incorporated to control for test effects.
Most smokers were aware of the campaign, although active participation rates were low. Dose-response relations between exposure and quitting were found. The follow-up point prevalence abstinence rate attributable to the campaign was estimated to be 4.5% after control for test effects and secular trends. The cost per long-term quitter was about $12.
In spite of a massive rise in tobacco promotion expenditures prior to the campaign and the absence of governmental control over the media, the campaign under study may have increased normal cessation rates substantially.
本研究考察了一场由大众媒体主导的戒烟运动的覆盖范围、效果和成本效益，该运动包括电视节目、电视诊所、戒烟热线、当地团体项目以及一场全面的宣传活动。
在运动前后以及10个月的随访期，对基线吸烟者的随机样本（n = 1338）进行了访谈。纳入了一组未经预测试的基线吸烟者作为对照组（n = 508），以控制测试效应。
尽管积极参与率较低，但大多数吸烟者知晓该运动。发现了接触与戒烟之间的剂量反应关系。在控制测试效应和长期趋势后，该运动导致的随访点流行率戒烟率估计为4.5%。每例长期戒烟者的成本约为12美元。
尽管在该运动之前烟草促销支出大幅增加，且媒体缺乏政府管控，但所研究的这场运动可能大幅提高了正常戒烟率。
