Stanford Prevention Research Center, Stanford University, Stanford, CA.
Department of Measurement, Evaluation, Statistics, & Assessment, Boston College, Chestnut Hill, MA.
Nicotine Tob Res. 2019 Apr 17;21(5):576-583. doi: 10.1093/ntr/nty241.
People living with mental health conditions (MH+) are more likely to smoke cigarettes than people without mental health conditions (MH-) and to experience tobacco-related disparities. The Tips From Former Smokers® (Tips®) campaign is a proven population-level strategy for motivating smokers to quit. In 2016, Tips included ads featuring Rebecca, a former smoker with depression. We evaluated self-reported frequency of exposure to the Rebecca and other Tips ads in association with quit intentions and quit attempts among MH+ and MH- smokers.
Intentions to quit and past 6-month quit attempts lasting at least 24 hours were reported from a two-wave longitudinal online survey conducted before and after the 2016 Tips campaign with a nationally representative sample of US adult cigarette smokers with (MH+, N = 777) and without (MH-, N = 1806) lifetime mental health conditions.
In 2016, among MH+ respondents, greater exposure to the Rebecca ads was significantly associated with increased odds of intending to quit in the next 30 days (adjusted odds ratio [AOR] = 1.40, p < .05) and with reporting a quit attempt in the past 6 months (AOR = 1.25, p < .05). Among MH- respondents, greater exposure to the other Tips ads was associated with increased odds of making a quit attempt (AOR = 1.19, p < .05).
Exposure to the Rebecca ads was associated with a greater likelihood of intentions to quit and quit attempts among MH+ smokers; whereas, exposure to the other (non-mental-health-related) Tips ads was associated with a greater likelihood of quit attempts among MH- smokers.
National media campaigns are an important population-level strategy for reaching specific population groups who are experiencing tobacco-related disparities. The findings support the inclusion of ads featuring people living with mental health conditions in national tobacco education media campaigns, such as Tips.
患有心理健康问题（MH+）的人比没有心理健康问题（MH-）的人更有可能吸烟，并且会经历与烟草相关的差异。“前吸烟者提示”（Tips®）活动是一种经过验证的人群策略，可以激励吸烟者戒烟。2016 年，Tips 包括了一位有抑郁症的前吸烟者 Rebecca 的广告。我们评估了 MH+和 MH-吸烟者对 Rebecca 和其他 Tips 广告的自我报告曝光频率与戒烟意愿和戒烟尝试之间的关联。
使用两波纵向在线调查，在 2016 年 Tips 活动前后对来自美国有（MH+，N=777）和没有（MH-，N=1806）终生心理健康状况的成年香烟吸烟者进行了调查，报告了戒烟意愿和过去 6 个月至少持续 24 小时的戒烟尝试。
2016 年，在 MH+受访者中，更多地接触 Rebecca 广告与未来 30 天内戒烟的意愿增加（调整后的优势比[OR] = 1.40，p<.05）和过去 6 个月内报告的戒烟尝试增加（OR = 1.25，p<.05）显著相关。在 MH-受访者中，更多地接触其他 Tips 广告与戒烟尝试的可能性增加（OR = 1.19，p<.05）相关。
接触 Rebecca 广告与 MH+吸烟者戒烟意愿和戒烟尝试的可能性增加有关；而接触其他（非心理健康相关）Tips 广告与 MH-吸烟者戒烟尝试的可能性增加有关。
国家媒体活动是一种重要的人群策略，可以覆盖到那些正在经历与烟草相关差异的特定人群。这些发现支持在国家烟草教育媒体活动（如 Tips）中包括以患有心理健康问题的人为特色的广告。
