Ayers John W, Althouse Benjamin M, Allem Jon-Patrick, Ford Daniel E, Ribisl Kurt M, Cohen Joanna E
Harvard-MIT Division of Health Sciences and Technology, Boston, MA, USA.
J Med Internet Res. 2012 May 28;14(3):e77. doi: 10.2196/jmir.2148.
World No Tobacco Day (WNTD), commemorated annually on May 31, aims to inform the public about tobacco harms. Because tobacco control surveillance is usually annualized, the effectiveness of WNTD remains unexplored into its 25th year.
To explore the potential of digital surveillance (infoveillance) to evaluate the impacts of WNTD on population awareness of and interest in cessation.
Health-related news stories and Internet search queries were aggregated to form a continuous and real-time data stream. We monitored daily news coverage of and Internet search queries for cessation in seven Latin American nations from 2006 to 2011.
Cessation news coverage peaked around WNTD, typically increasing 71% (95% confidence interval [CI] 61-81), ranging from 61% in Mexico to 83% in Venezuela. Queries indicative of cessation interest peaked on WNTD, increasing 40% (95% CI 32-48), ranging from 24% in Colombia to 84% in Venezuela. A doubling in cessation news coverage was associated with approximately a 50% increase in cessation queries. To gain a practical perspective, we compared WNTD-related activity with New Year's Day and several cigarette excise tax increases in Mexico. Cessation queries around WNTD were typically greater than New Year's Day and approximated a 2.8% (95% CI -0.8 to 6.3) increase in cigarette excise taxes.
This novel evaluation suggests WNTD had a significant impact on popular awareness (media trends) and individual interest (query trends) in smoking cessation. Because WNTD is constantly evolving, our work is also a model for real-time surveillance and potential improvement in WNTD and similar initiatives.
世界无烟日（WNTD）于每年5月31日举行，旨在向公众宣传烟草危害。由于烟草控制监测通常按年度进行，在其设立25周年之际，世界无烟日的成效仍有待探索。
探讨数字监测（信息监测）在评估世界无烟日对公众戒烟意识和兴趣影响方面的潜力。
汇总与健康相关的新闻报道和互联网搜索查询，形成连续的实时数据流。我们监测了2006年至2011年七个拉丁美洲国家关于戒烟的每日新闻报道和互联网搜索查询情况。
戒烟新闻报道在世界无烟日前后达到峰值，通常增长71%（95%置信区间[CI]61 - 81），从墨西哥的61%到委内瑞拉的83%不等。表明戒烟兴趣的查询在世界无烟日达到峰值，增长40%（95%CI 32 - 48），从哥伦比亚的24%到委内瑞拉的84%不等。戒烟新闻报道增加一倍与戒烟查询增加约50%相关。为了获得实际视角，我们将与世界无烟日相关的活动与元旦以及墨西哥的几次香烟消费税上调进行了比较。世界无烟日前后的戒烟查询通常高于元旦，并且与香烟消费税约2.8%（95%CI - 0.8至6.3）的增长相近。
这项新颖的评估表明，世界无烟日对公众戒烟意识（媒体趋势）和个人兴趣（查询趋势）产生了重大影响。由于世界无烟日在不断发展，我们的工作也是对世界无烟日及类似活动进行实时监测和潜在改进的一个范例。
