Correspondence should be sent to James F. Thrasher, Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC 29208, USA.
Am J Public Health. 2011 Feb;101(2):328-35. doi: 10.2105/AJPH.2009.189704. Epub 2010 Dec 16.
We aimed to assess the level of awareness and impact of a social marketing campaign to promote Mexico City's 2008 comprehensive smoke-free law.
Four months after the smoke-free law was implemented but before the campaign launch, we collected data from a population-based, random sample of 961 inhabitants of Mexico City. We analyzed data from 786 respondents who completed follow-up at the end of the campaign to determine campaign exposure and the association between campaign exposure and changes in campaign-targeted knowledge and attitudes.
Recall of any of the 5 campaign materials was 69%, with a uniform distribution of exposure to 1, 2, and 3 or more campaign materials (25%, 25%, and 19%, respectively). Exposure to a greater number of campaign materials was associated in a monotonic relation with campaign-targeted knowledge of ammonia and arsenic in cigarette smoke. In models assessing support for, perceived benefits of, and perceived right to smoke-free places, campaign exposure accounted for a positive change in half of the indicators within each of these domains.
Social marketing campaigns can reinforce knowledge and attitudes that favor smoke-free laws, thereby helping to establish smoke-free norms.
评估一场社会营销活动对促进墨西哥城 2008 年全面无烟法律的认知度和影响力。
在无烟法律实施后四个月，但在活动启动之前，我们从墨西哥城的一个基于人群的随机样本中收集了 961 名居民的数据。我们分析了在活动结束时完成随访的 786 名应答者的数据，以确定活动暴露情况以及活动暴露与目标受众的知识和态度变化之间的关联。
对任何 5 种宣传材料的回忆率为 69%，对 1 种、2 种和 3 种或更多宣传材料的暴露率分布均匀（分别为 25%、25%和 19%）。暴露于更多数量的宣传材料与对氨和砷在香烟烟雾中的认识呈单调关系。在评估对无烟场所的支持、感知益处和感知权利的模型中，活动暴露对这些领域中每个领域的指标的一半都有积极的变化。
社会营销活动可以加强有利于无烟法律的知识和态度，从而有助于建立无烟规范。
