Characterizing tobacco control mass media campaigns in England

Article English OPEN
Langley, Tessa ; Lewis, Sarah ; McNeill, Ann ; Gilmore, Anna ; Szatkowski, Lisa ; West, Robert ; Sims, Michelle (2013)

Aims\ud To characterize publically funded tobacco control campaigns in England between 2004 and 2010 and to explore if they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence.\ud Design\ud Characterization of tobacco control advertisements using a theoretically based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period.\ud Setting\ud England.\ud Measurements\ud Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type.\ud Findings\ud A total of 89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head.\ud Conclusions\ud A theory-driven approach enabled a systematic characterization of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilized the most effective strategies—negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations.
  • References (15)
    15 references, page 1 of 2

    1. Durkin S., Brennan E., Wakefield M. Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control 2012; 21: 127-38.

    2. Wakefield M. A., Durkin S., Spittal M. J., Siahpush M., Scollo M., Simpson J. A. et al. Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence. Am J Public Health 2008; 98: 1443-50.

    3. Centers for Disease Control and Prevention. Best practices for comprehensive tobacco control programs. Atlanta: US Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health. 2007. (Archived at http://www .webcitation.org/6IIjFf1Yj on 22 July 2013).

    4. Wakefield M., Spittal M., Yong H.-H., Durkin S., Borland R. Effects of mass media campaign exposure intensity and durability on quit attempts in a population-based cohort study. Health Educ Res 2011; 26: 988-97.

    5. Langley T. E., McNeill A., Lewis S., Szatkowski L., Quinn C. The impact of media campaigns on smoking cessation activity: a Structural Vector Autoregression analysis. Addiction 2012; 107: 2043-50.

    6. Michie S., van Stralen M., West R. The behaviour change wheel: a new method for characterising and designing behaviour change interventions. Implement Sci 2011; 6: 42.

    7. West R. The multiple facets of cigarette addiction and what they mean for encouraging and helping smokers to stop. COPD 2009; 6: 277-83.

    8. Fidler J., West R. Self-perceived smoking motives and their correlates in a general population sample. Nicotine Tob Res 2009; 11: 1182-8.

    9. NHS. Smokefree Marketing Campaign Strategy: 2012- 2015. Department of Health. 2012. (Archived at http:// www.webcitation.org/6IIjZZwxt on 22 July 2013).

    10. Durkin S. J., Biener L., Wakefield M. A. Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic groups. Am J Public Health 2009; 99: 2217-23.

  • Metrics
    No metrics available
Share - Bookmark