A national mass media smoking cessation campaign: effects by race/ethnicity and education - PubMed (original) (raw)
Randomized Controlled Trial
. 2011 May-Jun;25(5 Suppl):S38-50.
doi: 10.4278/ajhp.100617-QUAN-201.
Affiliations
- PMID: 21510785
- DOI: 10.4278/ajhp.100617-QUAN-201
Randomized Controlled Trial
A national mass media smoking cessation campaign: effects by race/ethnicity and education
Donna M Vallone et al. Am J Health Promot. 2011 May-Jun.
Abstract
Purpose: To assess the effectiveness of a large-scale, national smoking cessation media campaign, the EX campaign, across racial/ethnic and educational subgroups.
Design: A longitudinal random-digit-dial panel study conducted prior to and 6 months following the national launch of the campaign.
Setting: The sample was drawn from eight designated media markets in the United States.
Subjects: The baseline survey was conducted on 5616 current smokers, aged 18 to 49 years, and 4067 (73% follow-up response rate) were resurveyed at the 6-month follow-up.
Measures: The primary independent variable is confirmed awareness of the campaign advertising, and the outcome variables are follow-up cessation-related cognitions index score and quit attempts.
Analysis: Multivariable logistic and linear regression analyses were conducted within racial/ethnic and educational strata to assess the strength of association between confirmed awareness of campaign advertising and cessation-related outcomes.
Results: Confirmed awareness of campaign advertising increased favorable cessation-related cognitions among Hispanics and quit attempts among non-Hispanic blacks, and increased favorable cessation-related cognitions and quit attempts among smokers with less than a high school education.
Conclusions: These results suggest that the EX campaign may be effective in promoting cessation-related cognitions and behaviors among minority and disadvantaged smokers who experience a disproportionate burden of tobacco-related illness and mortality.
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