Association Between Media Doses of the Tips From Former Smokers Campaign and Cessation Behaviors and Intentions to Quit Among Cigarette Smokers, 2012-2015
Association Between Media Doses of the Tips From Former Smokers Campaign and Cessation Behaviors and Intentions to Quit Among Cigarette Smokers, 2012-2015
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DOI：
10.1177/1090198117709316
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发表时间：
2018-02-01
影响因子：
4.2
通讯作者：
Cox, Shanna
中科院分区：
文献类型：
--
作者：
Davis, Kevin C.;Patel, Deesha;Cox, Shanna
背景自2012年以来，疾病控制和预防中心（CDC）实施了前吸烟者的提示（Tips），这是美国第一个由联邦政府资助的烟草教育活动。迄今为止，尚未对其长期影响进行评估。目标。评估2012年至2015年不同剂量的Tips活动对美国吸烟者戒烟相关行为和意图的影响。法我们使用了一项全国性的基于概率的在线调查，调查对象为吸烟者（n = 22，189）和最近戒烟者（n = 776），以检查Tips广告剂量（通过总评分（GRP）测量）与未来30天内戒烟意图和过去3个月内戒烟尝试之间的关联。曲线（即，平方根）函数形式的GRP用于捕获在较高GRP水平下的递减效应的模式。结果在媒体市场水平上，每季度增加1,000个Tips GRP与过去3个月内尝试戒烟的几率增加（调整后的比值比= 1.23，p <0.001）以及未来30天内打算戒烟的几率增加（调整后的比值比= 1.17，p = 0.030）相关。讨论结果表明，CDC推荐的每季度800到1,000个GRP的媒体购买足以在过去一个季度中产生统计学上显着增加的戒烟尝试的可能性。结论.随着时间的推移，Tips运动对美国成年吸烟者的戒烟行为产生了重大影响。这些数据支持继续使用图形和/或情感媒体运动，鼓励吸烟者戒烟，以进一步减少美国的烟草使用。
Background. Since 2012, the Centers for Disease Control and Prevention (CDC) has implemented Tips From Former Smokers (Tips), the first federally funded tobacco education campaign in the United States. To date, there are no evaluations of its long-term impact. Aims. To assess the impact of varied doses of the Tips campaign from 2012 through 2015 on cessation-related behaviors and intentions among U.S. smokers. Method. We used a national probability-based online survey of cigarette smokers (n = 22,189) and recent quitters (n = 776) to examine associations between doses of Tips advertising, measured by gross rating points (GRPs), and intentions to quit smoking in the next 30 days and quit attempts within the past 3 months. A curvilinear (i.e., square root) functional form of GRPs was used to capture patterns of diminishing effects at higher GRP levels. Results. An increase of 1,000 quarterly Tips GRPs at the media market level was associated with increased odds of making a quit attempt in the past 3 months (adjusted odds ratio = 1.23, p < .001) and increased odds of intending to quit in the next 30 days (adjusted odds ratio = 1.17, p = .030). Discussion. Results suggest that CDC-recommended media buys of 800 to 1,000 GRPs per quarter are sufficient to generate statistically significant increases in the likelihood of quit attempts in the past quarter. Conclusions. The Tips campaign has had a substantial impact on cessation behaviors among U.S. adult smokers over time. These data support the continued use of graphic and/or emotional media campaigns that encourage smokers to quit to further reduce tobacco use in the United States.