The reach and effectiveness of a national mass media-led smoking cessation campaign in The Netherlands.
This study examined the reach, effectiveness, and cost-effectivenes of a mass media-led smoking cessation campaign including television shows, a television clinic, a quit line, local group programs, and a comprehensive publicity campain.
A random sample of baseline smokers (n=1338) was interviewed before and after the campaign and at a 10-month follow-up.
A non-protested control group (n=508) of baseline smokers was incorporated to control for test effects.
Most smokers were aware of the campaign, although active participation rates were low.
Dose-response relations between exposure and quitting were found.
The follow-up point prevalence abstinence rate attributable to the campaign was estimated to be 4.5% after control for test effects and secular trends.
The cost per long-term quitter was about $12.
In spite of a massive rise in tobacco promotion expenditures prior to the campaign and the absence of governmental control over the meidia, the campaign under study may have increased normal cessation rates substantially.
Mots-clés Pascal : Prévention, Tabagisme, Pays Bas, Europe, Education santé, Mass media, Promotion santé, Homme, Evaluation
Mots-clés Pascal anglais : Prevention, Tobacco smoking, Netherlands, Europe, Health education, Mass media, Health promotion, Human, Evaluation
Notice produite par :
Inist-CNRS - Institut de l'Information Scientifique et Technique
Cote : 99-0165230
Code Inist : 002B03E. Création : 16/11/1999.