Impact of a U.S. antismoking national media campaign on beliefs, cognitions and quit intentions

In 2012, the Centers for Disease Control and Prevention launched a national tobacco education campaign, Tips From Former Smokers, that consisted of graphic, emotionally evocative, testimonial-style advertisements. This longitudinal study examines changes in beliefs, tobaccorelated cognitions and int...

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Bibliographic Details
Published in:Health education research 2015-06, Vol.30 (3), p.466-483
Main Authors: Duke, Jennifer C., Davis, Kevin C., Alexander, Robert L., MacMonegle, Anna J., Fraze, Jami L., Rodes, Robert M., Beistle, Diane M.
Format: Article
Language:English
Subjects:
Adolescent
Adult
Advertising
Anxiety
Behavior Change
Census Figures
Correlation
Emotional Response
Female
Health Behavior
Health Education
Health Knowledge, Attitudes, Practice
Health Promotion
Humans
Intention
Longitudinal Studies
Male
Mass Media
Middle Aged
ORIGINAL ARTICLES
Risk
Schemata (Cognition)
Smoking
Smoking Cessation - psychology
Surveys and Questionnaires
United States
Young Adult
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Summary:In 2012, the Centers for Disease Control and Prevention launched a national tobacco education campaign, Tips From Former Smokers, that consisted of graphic, emotionally evocative, testimonial-style advertisements. This longitudinal study examines changes in beliefs, tobaccorelated cognitions and intentions to quit smoking among U.S. adult smokers after a 12-week airing of the campaign (n = 4040 adult smokers preand post-campaign). Exposure to the campaign was associated with greater odds of intending to quit within the next 30 days [odds ratio (OR) = 1.28, P < 0.01] and within the next 6 months (OR = 1.12, P < 0.05), and quit intentions were stronger among respondents with greater campaign exposure (OR = 1.12, P < 0.01). Campaign exposure was also associated with significant changes in beliefs about smoking-related risks (ORs = 1.15–2.40) and increased worries about health (b = 0.30, P < 0.001). Based on study change rates applied to U.S. census data, an estimated 566 000 additional U.S. smokers reported their intention to quit smoking within the next 6 months as a result of viewing campaign advertisements. Campaign effects were consistent with the theory of reasoned action and an expanding body of research demonstrating that graphic, emotional advertisements are highly effective for prompting positive cessation-related cognitions and behavioral intentions.
ISSN:0268-1153
1465-3648
DOI:10.1093/her/cyv017