Legacy's Research and Evaluation Department, Washington, DC, USA.
Am J Public Health. 2011 Feb;101(2):302-9. doi: 10.2105/AJPH.2009.190454. Epub 2010 Dec 16.
We used longitudinal data to examine the relationship between confirmed awareness of a national, branded, mass media smoking cessation campaign and cessation outcomes.
We surveyed adult smokers (n = 4067) in 8 designated market areas ("media markets") at baseline and again approximately 6 months later. We used multivariable models to examine campaign effects on cognitions about quitting, quit attempts, and 30-day abstinence.
Respondents who demonstrated confirmed awareness of the EX campaign were significantly more likely to increase their level of agreement on a cessation-related cognitions index from baseline to follow-up (odds ratio [OR] = 1.6; P = .046). Individuals with confirmed campaign awareness had a 24% greater chance than did those who were not aware of the campaign of making a quit attempt between baseline and follow-up (OR = 1.24; P = .048).
A national, branded, mass media smoking cessation campaign can change smokers' cognitions about quitting and increase quit attempts. We strongly recommend that federal and state governments provide funding for media campaigns to increase smoking cessation, particularly for campaigns that have been shown to impact quit attempts and abstinence.
我们利用纵向数据研究了对全国性、品牌化、大众媒体戒烟运动的认知与戒烟效果之间的关系。
我们在基线和大约 6 个月后，在 8 个指定市场区域（“媒体市场”）中对成年吸烟者（n=4067）进行了调查。我们使用多变量模型来研究运动对戒烟相关认知、戒烟尝试和 30 天戒烟率的影响。
表现出对 EX 运动的确认性认识的受访者，其在与戒烟相关的认知指数上，从基线到随访时的同意程度显著提高（比值比 [OR] = 1.6；P =.046）。与未意识到该运动的人相比，有确认性运动意识的人在基线和随访之间尝试戒烟的可能性要高出 24%（OR = 1.24；P =.048）。
全国性、品牌化、大众媒体戒烟运动可以改变吸烟者对戒烟的认知，增加戒烟尝试。我们强烈建议联邦和州政府为媒体运动提供资金，以促进戒烟，特别是那些已被证明能影响戒烟尝试和戒烟率的运动。
