Zhang Lei, Vickerman Katrina, Malarcher Ann, Mowery Paul
Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA;
Research, Training, and Evaluation Services, Alere Wellbeing, Inc., Seattle, WA;
Nicotine Tob Res. 2014 Nov;16(11):1478-86. doi: 10.1093/ntr/ntu105. Epub 2014 Jul 8.
From March 19 through June 10, 2012, the Centers for Disease Control and Prevention launched the first federally funded National Tobacco Education Campaign: Tips From Former Smokers (Tips). This study examined the campaign's impact on quitline callers' intermediate cessation outcomes.
We used quitline data from 23 states to examine changes in enrollment, service utilization, quit attempts, and self-reported quitting for 7 days or longer during Tips versus a similar time period in 2011. We used multivariate models to examine the relationship between Tips exposure (measured as gross rating points [GRPs]) and cessation outcomes during the campaign in 2012. We also assessed whether the Tips campaign's impact differed by state tobacco control funding.
Compared with similar weeks in 2011, the number of quitline callers and callers who received counseling and/or nicotine replacement therapies increased by 88.6% (48,738 in 2011 vs. 91,911 during Tips) and 70.8% (40,546 in 2011 vs. 69,254 during Tips), respectively. Greater numbers of callers reported having made 24-hr quit attempts or quitting for 7 days or longer during the campaign. Higher Tips campaign GRPs were positively associated with quit attempts and with quitting for 7 days or longer among persons from states with higher tobacco control funding. In states with lower funding, the highest GRP group (2,000+ GRPs) had lower levels of cessation compared with the middle GRP group (1,200-1,999 GRPs).
An evidence-based national tobacco education campaign with adequate reach and frequency can lead to substantial increases in quitline use and, to a lesser degree, intermediate cessation outcomes.
2012年3月19日至6月10日，美国疾病控制与预防中心发起了首个由联邦政府资助的全国烟草教育运动：“前吸烟者的提示”（Tips）。本研究考察了该运动对戒烟热线来电者中期戒烟成果的影响。
我们使用了来自23个州的戒烟热线数据，以考察在“提示”运动期间与2011年的类似时间段相比，登记人数、服务利用率、戒烟尝试以及自我报告戒烟7天或更长时间的变化情况。我们使用多变量模型来考察在2012年运动期间“提示”曝光度（以总收视率点[GRPs]衡量）与戒烟成果之间的关系。我们还评估了“提示”运动的影响是否因州烟草控制资金而异。
与2011年的类似周数相比，戒烟热线来电者以及接受咨询和/或尼古丁替代疗法的来电者数量分别增加了88.6%（2011年为48,738人，“提示”运动期间为91,911人）和70.8%（2011年为40,546人，“提示”运动期间为69,254人）。更多来电者报告在运动期间进行了24小时戒烟尝试或戒烟7天或更长时间。在烟草控制资金较高的州，“提示”运动的GRPs越高，与戒烟尝试以及戒烟7天或更长时间呈正相关。在资金较低的州，最高GRP组（2000+ GRPs）与中等GRP组（1200 - 1999 GRPs）相比，戒烟水平较低。
一项覆盖面广且频率适宜的循证全国烟草教育运动可导致戒烟热线使用量大幅增加，并在较小程度上带来中期戒烟成果。
