Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, Atlanta, GA, USA.
RTI International, Research Triangle Park, NC, USA.
Lancet. 2013 Dec 14;382(9909):2003-11. doi: 10.1016/S0140-6736(13)61686-4. Epub 2013 Sep 9.
Every year, smoking kills more than 5 million people globally, including 440,000 people in the USA, where the long-term decline in smoking prevalence has slowed. The US Centers for Disease Control and Prevention (CDC) delivered a national, 3-month antismoking campaign called Tips From Former Smokers (Tips) that started in March, 2012, in which hard-hitting, emotionally evocative television advertising was featured, depicting smoking-related suffering in real people. We aimed to assess the effects of the Tips campaign.
We undertook baseline and follow-up surveys of nationally representative cohorts of adult smokers and non-smokers. The national effect of the Tips campaign was estimated by applying rates of change in the cohort before and after the campaign to US census data.
3051 smokers and 2220 non-smokers completed baseline and follow-up assessments. 2395 (78%) smokers and 1632 (74%) non-smokers recalled seeing at least one Tips advertisement on television during the 3-month campaign. Quit attempts among smokers rose from 31.1% (95% CI 30.3-31.9) at baseline to 34.8% (34.0-35.7) at follow-up, a 12% relative increase. The prevalence of abstinence at follow-up among smokers who made a quit attempt was 13.4% (95% CI 9.7-17.2). Nationally, an estimated 1.64 million additional smokers made a quit attempt, and 220,000 (95% CI 159,000-282,000) remained abstinent at follow-up. Recommendations by non-smokers to quit grew from 2.6% at baseline to 5.1% at follow-up, and the prevalence of people talking with friends and family about the dangers of smoking rose from 31.9% (95% CI 31.3-32.5) to 35.2% (34.6-35.9), resulting in an estimated 4.7 million additional non-smokers recommending cessation services and more than 6 million talking about the dangers of smoking.
The high-exposure Tips media campaign was effective at increasing population-level quit attempts. The growth in smokers who quit and became sustained quitters could have added from a third to almost half a million quality-adjusted life-years to the US population. Expanded implementation of similar campaigns globally could accelerate progress on the WHO Framework Convention on Tobacco Control and reduce smoking prevalence globally.
CDC, US Department of Health and Human Services.
每年，吸烟在全球范围内导致超过 500 万人死亡，其中包括美国的 44 万人，美国的吸烟率长期下降趋势已经放缓。美国疾病控制与预防中心（CDC）发起了一项名为“Former Smokers”（Tips）的为期 3 个月的全国性反吸烟运动，该运动于 2012 年 3 月开始，其特点是播放极具冲击力、情感上引人共鸣的电视广告，描绘了真实人物与吸烟相关的痛苦。我们旨在评估该运动的效果。
我们对成年吸烟者和非吸烟者的全国代表性队列进行了基线和随访调查。该运动对美国人口的全国性影响是通过将运动前后队列的变化率应用于美国人口普查数据来估计的。
3051 名吸烟者和 2220 名非吸烟者完成了基线和随访评估。2395 名（78%）吸烟者和 1632 名（74%）非吸烟者在 3 个月的运动期间回忆起至少看过一次电视上的“Tips”广告。吸烟者的戒烟尝试率从基线时的 31.1%（95%CI 30.3-31.9）上升到随访时的 34.8%（34.0-35.7），相对增加了 12%。尝试戒烟的吸烟者中，随访时的戒烟率为 13.4%（95%CI 9.7-17.2）。全国范围内，估计有 164 万额外的吸烟者尝试戒烟，22 万人（95%CI 15.9 万-28.2 万）在随访时保持戒烟状态。非吸烟者的戒烟建议率从基线时的 2.6%上升到随访时的 5.1%，与朋友和家人谈论吸烟危害的人数比例从 31.9%（95%CI 31.3-32.5）上升到 35.2%（34.6-35.9），这导致大约 470 万非吸烟者额外推荐戒烟服务，超过 600 万人谈论吸烟的危害。
高曝光率的“Former Smokers”媒体运动有效地增加了人群层面的戒烟尝试。尝试戒烟并成为持续戒烟者的吸烟者人数的增加，可能使美国人口的质量调整生命年增加了三分之一到近一半。在全球范围内更广泛地实施类似的运动，可以加速世界卫生组织《烟草控制框架公约》的进展，并降低全球吸烟率。
美国疾病控制与预防中心，美国卫生与公众服务部。
