Center for Health Analytics, Media, and Policy, RTI International, Raleigh, North Carolina, United States of America.
Center for Tobacco Products, United States Food and Drug Administration, Silver Spring, Maryland, United States of America.
PLoS One. 2023 Jul 13;18(7):e0288462. doi: 10.1371/journal.pone.0288462. eCollection 2023.
The purpose of the study was to assess awareness of and receptivity to FDA's point-of-sale (POS) tobacco public education campaign for adult cigarette smokers called Every Try Counts; it was the first multi-county POS campaign in the U.S. The design was a county-level treatment-control three-wave longitudinal design. The setting was 15 treatment and 15 control counties. Subjects were smokers ages 25 to 54 (N = 3,628). 4,145 individuals screened in as eligible; 3,628 (87.5% response rate) completed the Wave 1 questionnaire (Wave 2: n = 2,812; Wave 3: n = 2,571; retention 70.9%). Measures were self-reported brand and ad awareness (saw any ad a few times or more) and receptivity (5-item perceived effectiveness scale). The analysis included descriptive analyses of receptivity; bivariate analyses of awareness by treatment group; and covariate- and time-adjusted logistic regression models to determine changes in awareness attributable to the campaign. Receptivity was moderate and differed significantly by race/ethnicity. As was the case for all waves, at wave 3, ad awareness was significantly higher in treatment (53.3%) than control counties (36.1%, p < .05). In regression models, brand (OR = 1.53, 95% CI: 1.26-1.86) and ad (OR = 1.74, 95% CI: 1.39-2.16) awareness were significantly higher in treatment than control counties. Every Try Counts generated a moderate level of receptivity and attention from cigarette smokers. Limitations include self-reports of campaign awareness and generalizability to a small number of U.S. counties.
这项研究的目的是评估对 FDA 的销售点（POS）烟草公众教育活动的认知度和接受度，该活动针对成年吸烟者，名为“每一次尝试都算数”（Every Try Counts）；这是美国第一个多县 POS 活动。设计为县级治疗对照三波纵向设计。地点是 15 个治疗县和 15 个对照县。研究对象是 25 至 54 岁的吸烟者（N=3628）。有 4145 人筛查合格；3628 人（87.5%的应答率）完成了第 1 波问卷（第 2 波：n=2812；第 3 波：n=2571；保留率 70.9%）。测量指标包括对品牌和广告的认知度（看到过几次或更多次广告）和接受度（5 项感知有效性量表）。分析包括对接受度的描述性分析；对治疗组的认知度进行双变量分析；以及协变量和时间调整的逻辑回归模型，以确定归因于该活动的认知度变化。接受度处于中等水平，且在种族/民族之间存在显著差异。与所有波次一样，在第 3 波次中，治疗组（53.3%）的广告认知度显著高于对照组（36.1%，p<0.05）。在回归模型中，品牌（OR=1.53，95%CI：1.26-1.86）和广告（OR=1.74，95%CI：1.39-2.16）认知度在治疗组中显著高于对照组。“每一次尝试都算数”活动引起了吸烟者的中等程度的接受度和关注度。限制因素包括对活动认知度的自我报告和对美国少数县的推广。
