Evaluation of EX: A National Mass Media Smoking Cessation Campaign

Abstract

A national, branded, mass media smoking cessation campaign can change smokers' cognitions about quitting and increase quit attempts. We strongly recommend that federal and state governments provide funding for media campaigns to increase smoking cessation, particularly for campaigns that have been shown to impact quit attempts and abstinence.

Analysis Of Media Campaign Promoting Smoking Cessation Suggests It Was Cost-Effective In Prompting Quit Attempts

“…Of these, 4,067 eligible smokers provided data both prior to the national campaign launch (at baseline) and six months following the launch. 17 Baseline data were collected from February 5 through April 15, 2008, and the sixmonth follow-up data from August 23 through October 19,2008. In this sample of 4,067 smokers, 53 percent were female, 74 percent were non-Hispanic white, 11 percent were nonHispanic black, and 7 percent were Hispanic.…”

“…As a result, the proportion of the sample that could be exposed to the campaign was large, making detection of a campaign effect more likely. 17 Data Collected Data collected at baseline and follow-up included information about participants' tobacco use, thoughts about quitting and motivation to quit (cessation-related cognitions), quitting behavior, and exposure to other national smoking cessation campaigns-specifically, Pfizer's My Time to Quit campaign and Philip Morris's Quit Assist campaign, which were running at approximately the same time as EX. At follow-up, exposure to the EX campaign was measured by confirmed awareness.…”

“…Additionally, the odds of making a quit attempt increased by 24 percent (odds ratio: 1.24; 95% confidence interval: 1.00,1.54) among those with confirmed awareness of EX, controlling for baseline characteristics as well as media exposure and exposure to other national smoking cessation media campaigns. 17 Despite these promising findings, it is unclear whether the costs associated with the development and implementation of the EX campaign can be justified by its effect on smoking cessation behavior.…”

“…32,33 Given the significant effects of EX on cessation-related cognition at the six-month follow-up, 17 it is possible that EX moved some smokers along the trajectory toward quitting but that they have yet to make a quit attempt. This potential impact on public health is not captured in the analysis.…”

“…From 2006 to 2007 the American Legacy Foundation developed and pilot-tested a smoking cessation television and radio campaign called EX® that encouraged adult smokers to "relearn life without cigarettes." 17,18 The American Legacy Foundation is a nonprofit anti-tobacco organization created in 1999 by the landmark settlement agreement between the tobacco industry and US states.…”