DENORMALIZING SMOKING VIA POLICY AND MEDIA INTERVENTIONS

这个为期四年的项目旨在调查马萨诸塞州烟草控制计划(MTCP)正在使用的三种主要公共卫生干预措施的有效性：当地清洁室内空气政策、限制青少年接触烟草产品的地方政策以及电视转播的反烟草媒体宣传活动。数据将来自两个来源：L)2000年对马萨诸塞州12至17岁的成年人和青年进行的基于人口的电话调查，以及两年后对所有青年受访者和2000年吸烟者的所有成年受访者的纵向跟踪调查；2)主要来自MTCP管理信息系统的城镇数据，该系统是关于由州政府1993年烟草税资助的地方项目的运行数据的中央储存库。城镇一级的数据将与基于受访者居住的城镇的个人调查数据相联系。通过研究本地清洁室内空气条例和青少年出入条例在强度、持续时间和执法方面的变化对青少年和成年人吸烟行为变化的预期影响，研究将评估这些政策对防止开始吸烟和促进戒烟的贡献。通过根据受访者的电视观看模式和对特定广告的回忆来评估他们对反烟草媒体运动的接触，这项研究将前瞻性地评估媒体接触对青少年和成年人吸烟的影响。这项研究将有助于确定这些干预措施效果的潜在机制。此外，它还将有助于了解如何通过评估对特定广告的反应来设计有效的电视反广告，这些广告在信息以及引发的情绪的价位和水平上各有不同。最后，这项研究将通过评估音频计算机辅助电话访谈(T-ACASI)是否改善了青年在电话调查中吸烟行为的报告，从而有助于改进在以人口为基础的样本中评估青年吸烟的方法。该项目的长期目标是就设计和评估烟草控制干预措施的最有效方式向各州和社区提供指导。

This four-year project is designed to investigate the effectiveness of three major types of public health interventions being used by the Massachusetts Tobacco Control Program (MTCP): local clean indoor air policies, local policies to restrict youth access to tobacco products and televised anti- tobacco media campaigns. The data will come from two sources: l) a population-based telephone survey of Massachusetts adults and youth ages 12 to l7 in the year 2000 and a longitudinal follow-up survey two years later of all youth respondents and all adult respondents who were smokers in the year 2000; and 2) town-level data drawn primarily from the MTCP management information system, the central repository of operating data concerning the local programs funded by the state's 1993 tobacco tax. The town-level data will be linked to individual survey data based on the respondent's town of residence. By examining the prospective effect of variation in strength, duration and enforcement of local clean indoor air ordinances and youth access ordinances on changes in the smoking behavior of youth and adults, the research will assess the contribution of these policies to the prevention of smoking initiation and the promotion of smoking cessation. By evaluating respondents' exposure to the antitobacco media campaign based on their television viewing patterns and recall of specific advertisements, the research will assess prospectively the impact of media exposure on youth and adult smoking. The research will help to identify potential mechanisms for the effect of these interventions. In addition, it will contribute to knowledge of how to design effective television counter-advertisements by assessing reactions to specific ads which vary in message and in valence and level of emotion aroused. Finally, the research will contribute to improving the methodology for assessing youth smoking in population-based samples by evaluating whether audio-computer-assisted telephone interviewing (T-ACASI) improves the reporting of smoking behavior by youth in telephone surveys. The long term objective of this project is to provide guidance to states and communities on the most effective ways to design and evaluate tobacco control interventions.