Centre for Behavioural Research in Cancer, Cancer Council Victoria, Carlton, Victoria, Australia.
Tob Control. 2012 Mar;21(2):127-38. doi: 10.1136/tobaccocontrol-2011-050345.
This review summarises the impact of mass media campaigns on promoting quitting among adult smokers overall and for subgroups; the influence of campaign intensity and different channels; the effects of different message types.
The present work updates two reviews published in 2008 by searching databases using a standard search string. Articles in languages other than English were excluded, as well as letters and editorials. Screening of abstracts yielded 194 potentially relevant articles. Abstracts were evaluated by 2 authors, excluding articles that focused on populations other than adults and according to other specified criteria, resulting in 26 studies reported in 29 articles. Studies were categorised as (a) population-based studies of campaign effects and (b) studies comparing message types, using either population-based or forced exposure methods. Findings of subgroup differences for each study were noted, as well as study strengths and limitations.
Overall, the studies have strengthened the evidence that mass media campaigns conducted in the context of comprehensive tobacco control programmes can promote quitting and reduce adult smoking prevalence, but that campaign reach, intensity, duration and message type may influence success. Achievement of sufficient population exposure is vital, especially for lower socioeconomic status smokers, with television remaining the primary channel to effectively reach and influence adult smokers. Studies comparing different message types found negative health effects messages most effective at generating increased knowledge, beliefs, positive perceived effectiveness ratings, or quitting behaviour, while there was more mixed evidence for other message types. A few studies further suggest that negative health effects messages may also contribute to reductions in socioeconomic disparities in smoking.
Mass media campaigns to promote quitting are important investments as part of comprehensive tobacco control programmes to educate about the harms of smoking, set the agenda for discussion, change smoking attitudes and beliefs, increase quitting intentions and quit attempts, and reduce adult smoking prevalence. Jurisdictions should aim for high reach and consistent exposure over time with preference towards negative health effects messages.
本综述总结了大众媒体宣传活动对促进成年吸烟者整体戒烟和亚组戒烟的影响；宣传活动强度和不同渠道的影响；不同信息类型的效果。
本研究通过使用标准搜索词搜索数据库，对 2008 年发表的两篇综述进行了更新。排除了非英语文章、信件和社论。对摘要进行筛选后，共得到 194 篇可能相关的文章。两名作者对摘要进行了评估，排除了关注非成年人群体以及根据其他具体标准的文章，最终纳入了 26 项研究，这些研究分别在 29 篇文章中报道。研究分为（a）基于人群的宣传活动效果研究和（b）比较信息类型的研究，使用基于人群或强制暴露的方法。记录了每项研究的亚组差异发现，以及研究的优势和局限性。
总体而言，这些研究加强了以下证据，即综合烟草控制计划中开展的大众媒体宣传活动可以促进戒烟并降低成年吸烟率，但宣传活动的覆盖面、强度、持续时间和信息类型可能会影响效果。实现足够的人群接触至关重要，特别是对社会经济地位较低的吸烟者而言，电视仍然是有效接触和影响成年吸烟者的主要渠道。比较不同信息类型的研究发现，负面健康影响信息在提高知识、信念、对有效性的正面感知评价或戒烟行为方面最有效，而其他信息类型的证据则更为混杂。一些研究进一步表明，负面健康影响信息也可能有助于减少吸烟方面的社会经济差异。
作为综合烟草控制计划的一部分，促进戒烟的大众媒体宣传活动是一项重要的投资，可用于教育公众吸烟的危害、为讨论设定议程、改变吸烟态度和信念、提高戒烟意愿和尝试、以及降低成年吸烟率。各司法管辖区应争取实现高覆盖范围和随着时间的推移保持一致的暴露率，并倾向于使用负面健康影响信息。
