Does Tobacco-Control Mass Media Campaign Exposure Prevent Relapse Among Recent Quitters?
Does Tobacco-Control Mass Media Campaign Exposure Prevent Relapse Among Recent Quitters?
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DOI：
10.1093/ntr/nts134
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发表时间：
2013-02-01
影响因子：
4.7
通讯作者：
Borland, Ron
中科院分区：
文献类型：
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作者：
Wakefield, Melanie A.;Bowe, Steven J.;Borland, Ron
为了确定更大的大众媒体活动曝光率是否可能有助于最近戒烟者避免复发。使用数据收集日期和邮政编码，媒体市场对电视控烟广告曝光量的估计通过总收视率(GRP)衡量，并与对443名在过去一年戒烟的澳大利亚人进行的补充队列研究合并。在多因素分析中，戒烟前3个月内100GRP(即1个戒烟广告)的暴露每增加一次，随访时不吸烟的几率增加5%(OR=1.0595%CI 1.021.07，p<；0.001)。这种关系是线性的，不受基线访谈前戒烟时间长短的影响。在基线戒烟访谈后的3个月内，1081个GRPS的平均值，预测在随访时戒烟的概率为52%，而最低(0)和最高(3541)GRPs的预测戒烟概率分别为41%和74%。更多地接触控烟大众媒体宣传活动可能会降低最近戒烟者的复发可能性。
To determine whether greater mass media campaign exposure may assist recent quitters to avoid relapse.Using date of data collection and postcode, media market estimates of televised tobacco-control advertising exposure measured by gross ratings points (GRPs) were merged with a replenished cohort study of 443 Australians who had quit in the past year. Participants' demographic and smoking characteristics prior to quitting, and advertising exposure in the period after quitting, were used to predict relapse 1 year later.In multivariate analysis, each increase in exposure of 100 GRPs (i.e., 1 anti-smoking advertisement) in the three-month period after the baseline quit was associated with a 5% increase in the odds of not smoking at follow-up (OR = 1.05, 95% CI 1.021.07, p < 0.001). This relationship was linear and unmodified by length of time quit prior to the baseline interview. At the mean value of 1081 GRPs in the 3 months after the baseline-quit interview, the predicted probability of being quit at follow-up was 52%, whereas it was 41% for the minimum (0) and 74% for the maximum (3,541) GRPs.Greater exposure to tobacco-control mass media campaigns may reduce the likelihood of relapse among recent quitters.