Does Tobacco-Control Mass Media Campaign Exposure Prevent Relapse Among Recent Quitters?

Wakefield, Melanie; Bowe, Steven J.; Durkin, Sarah; Yong, Hua‐Hie; Spittal, Matthew J; Simpson, Julie A; Borland, Ron

doi:10.1093/ntr/nts134

Cited by 26 publications

(27 citation statements)

References 28 publications

(32 reference statements)

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“…Since recent quitters are likely to relapse,6 28 it is important to enhance both promotion of cessation and prevention of relapse. We confirmed that tobacco price rises were significantly associated with increasing cessation among smokers and decreasing relapse among quitters concurrently 1.…”

Section: Resultsmentioning

confidence: 99%

Tobacco price increase and smoking behaviour changes in various subgroups: a nationwide longitudinal 7-year follow-up study among a middle-aged Japanese population

2016

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ObjectiveFew longitudinal studies have examined the effect of tobacco price increase on both cessation among smokers and relapse among quitters. Our objective was to investigate the differential impact of the tobacco price increase on the changes in smoking status in the total population and various subgroups.MethodsWe analysed data from a Japanese nationally representative longitudinal study of 30 773 individuals aged 50–59 years (weighted sum of discrete-time number = 215 411) with smoking information, using inverse probability weighting to account for non-response at follow-up. Generalised estimating equation models were used to calculate the odds ratios (ORs) for smoking behavioural changes (cessation among smokers and relapse among quitters), using discrete-time design. Stratified analyses were conducted according to demographic, socioeconomic and health behavioural characteristics.ResultsFrom 2005 to 2012, current smoker prevalence among the middle-aged Japanese population decreased from 30.5% to 24.3%. Of all the factors surveyed, only the tobacco price increase in 2010 (up by 37%, the highest increase during the period) was significantly associated with both cessation among smokers (OR 2.14, 95% confidence interval 1.90 to 2.41) and prevention of relapse among quitters (0.60, 0.46 to 0.77). Regarding the subgroup analysis, the tobacco price increase was associated with a significant reduction in relapse in the lowest income, recent quitters and very poor health subgroups. However, different associations were observed for cessation; a significant association between price increase and cessation was observed among all subgroups except for the heavy smoker and recently unemployed subgroups.ConclusionsWe confirmed that the tobacco price rise was associated with increasing cessation and decreasing relapse concurrently. Furthermore, this price rise was associated with favourable smoking changes in nearly all population subgroups; a large differential impact was not observed across the various subgroups.

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Section: Resultsmentioning

confidence: 99%

Tobacco price increase and smoking behaviour changes in various subgroups: a nationwide longitudinal 7-year follow-up study among a middle-aged Japanese population

2016

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“…This may indicate that aside from being recalled more often, graphic and emotional advertisements with personal narratives may be able to reach a larger portion of the smoking population than other forms of advertisements. Others have found recently that this type of advertisement has tested well even in developing countries and among indigenous people groups (14,18,53).…”

Section: Discussionmentioning

confidence: 95%

“…The majority of evidence indicates that these mass media campaigns are effective in motivating individuals to think about quitting, try to quit, get help for quitting and stay quit (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29). At the population level, advertisements are also associated with decreases in cigarette consumption and smoking prevalence (13,15,16,19,(30)(31)(32)(33)(34)(35).…”

Section: Introductionmentioning

confidence: 99%

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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IntroductionEvidence indicates that anti-tobacco advertisement can be an effective way of encouraging smokers to quit smoking, but the majority of this evidence uses aggregate measures of assessing advertisement exposure rather than exposure to specific advertisements. ObjectiveUsing a sample of California Adults (18-64 years) (n = 2596), we sought to assess recall of four anti-tobacco television advertisements developed by the California Tobacco Control Program (CTCP) and assess how recall of each advertisement predicted quitting behavior after one year. ResultsCompared to three other ads, more respondents recalled an advertisement depicting a girl who transforms into a women with a whole in hear throat, as a women explains how she was targeted by the tobacco industry at a young age (58.5% vs 23.1%, 23.4% and 25.6%; p <0.0001). Respondents who reported seeing this advertisement at baseline had a higher probability of making a quit attempt between baseline and follow-up (Adjusted Risk Ratio (aRR): 1.18; 95% Confidence Interval (CI): 1.03 to 1.34) and a higher probability being in a period of smoking abstinence for a month at follow up (aRR: 1.55; 95% CI: 1.02 to 2.37). This association was not found for recall of other television advertisements. ConclusionProducing even one television advertisement with a spokesperson who discusses their personal negative experience with tobacco may be recalled by large portion of the smoking population and may have an impact on cessation.

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“…Recall of mass media advertising has been shown to increase with broadcast intensity, 23 ‐ 25 which is fundamental to achieving good reach among smokers of low socioeconomic status 6 , 25 . ‐ 27 Broadcast intensity is also important for influencing quitting activity and success 5 , 6 , 22 , 25 , 28 , 29 …”

Section: Discussionmentioning

confidence: 99%

Recall of anti‐tobacco advertising and information, warning labels and news stories in a national sample of Aboriginal and Torres Strait Islander smokers

Nicholson

Borland

Sarin

et al. 2015

Medical Journal of Australia

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Objectives: To describe recall of anti‐tobacco advertising (mainstream and targeted), pack warning labels, and news stories among a national sample of Aboriginal and Torres Strait Islander smokers, and to assess the association of these messages with attitudes that support quitting, including wanting to quit. Design, setting and participants: A quota sampling design was used to recruit participants from communities served by 34 Aboriginal community‐controlled health services and one community in the Torres Strait. We surveyed 1643 Aboriginal and Torres Strait Islander smokers from April 2012 to October 2013. Main outcome measures: Frequency of recall of advertising and information, warning labels and news stories; recall of targeted and local advertising; attitudes about smoking and wanting to quit. Results: More smokers recalled often noticing warning labels in the past month (65%) than recalled advertising and information (45%) or news stories (24%) in the past 6 months. When prompted, most (82%) recalled seeing a television advertisement. Just under half (48%) recalled advertising that featured an Aboriginal or Torres Strait Islander person or artwork (targeted advertising), and 16% recalled targeted advertising from their community (local advertising). Frequent recall of warning labels, news stories and advertising was associated with worry about health and wanting to quit, but only frequent advertising recall was associated with believing that society disapproves of smoking. The magnitude of association with relevant attitudes and wanting to quit increased for targeted and local advertising. Conclusions: Strategies to tackle Aboriginal and Torres Strait Islander smoking should sustain high levels of exposure to anti‐tobacco advertising, news stories and warning labels. More targeted and local information may be particularly effective to influence relevant beliefs and subsequently increase quitting.

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Does Tobacco-Control Mass Media Campaign Exposure Prevent Relapse Among Recent Quitters?

Cited by 26 publications

References 28 publications

Tobacco price increase and smoking behaviour changes in various subgroups: a nationwide longitudinal 7-year follow-up study among a middle-aged Japanese population

Tobacco price increase and smoking behaviour changes in various subgroups: a nationwide longitudinal 7-year follow-up study among a middle-aged Japanese population

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Recall of anti‐tobacco advertising and information, warning labels and news stories in a national sample of Aboriginal and Torres Strait Islander smokers

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