Smoking inside is never okay: Strengths and limitations of mass media campaigns to protect children against secondhand and thirdhand smoke

Abstract Background While the influence of implementation of mass media and community-based campaigns has been evident elsewhere, this information has been notably absent in Thailand. This study aimed to investigate the association between implementation of mass media campaigns (MMC) and community-based campaigns (CBC) for increased fruit and vegetable (FV) consumption to meet the global recommended level in the Thai population. Methods The sample was obtained from a nationally-representative, longitudinal household survey of the Thai population, Wave1 (2018) and Wave2 (2019). The study applied a multi-stage sampling design to obtain a sample of persons age 15 years or older. Face-to-face interviews were conducted with 3,010 respondents who successfully participated in both Wave1 and Wave2 surveys. Information on FV consumption, exposure to Government MMC, ThaiHealth MMC including social marketing (MMSMC) and CBC, and sociodemographic characteristics were collected. Binary logistic regression analysis was used to investigate the association between implementation of those campaigns and increased FV consumption compared to the recommended level. Results Of the total respondents, only 11.3% had higher FV consumption and also met the minimum requirement. Respondents who lived in rural areas, were farmers, and grew FV at home had the highest probability of increased FV consumption. Exposure to the MMC and CBC was also associated with an increase in FV consumption. Above all, those who had exposure to the MMSMC, who reported either having high level of perception (OR=1.832, 95% CI 1.259-2.666) or ever heard or seen (OR=1.770, 95% CI 1.264-2.479) or heard and seen (OR=1.698, 95% CI 1.131-2.550) campaign information were more likely to have a substantial increase in FV consumption and meeting/exceeding the recommended level than those who were not exposed to these campaigns. Other associated factors include education, occupation and physical activity. Conclusions Implementation of MMSMC can help the population meet the global recommended level of FV consumption. MMC and CBC should also be promoted together with support systems to increase their intensity to a level that can increase population FV consumption to meet the recommended level. Sociodemographic characteristics should be taken into account, and targeted media is needed to effectively reach specific sub-groups of the population.

Download Full-text

The Development and Assessment of Mass Media Campaigns:—The work of the Advertising Research Unit: Part I Perspectives

Journal of the Institute of Health Education ◽

10.1080/03073289.1987.10805633 ◽

1987 ◽

Vol 25 (2) ◽

pp. 65-72 ◽

Cited By ~ 5

Author(s):

D. S. Leathar

Keyword(s):

Mass Media ◽

Research Unit ◽

Advertising Research ◽

Media Campaigns

Download Full-text

Impact of a negative emotional antitobacco mass media campaign on French smokers: a longitudinal study

Tobacco Control ◽

10.1136/tobaccocontrol-2017-053936 ◽

2018 ◽

Vol 27 (6) ◽

pp. 670-676 ◽

Cited By ~ 2

Author(s):

Romain Guignard ◽

Karine Gallopel-Morvan ◽

Ute Mons ◽

Karin Hummel ◽

Viêt Nguyen-Thanh

Keyword(s):

Smoking Cessation ◽

Mass Media ◽

Self Efficacy ◽

Smoking Prevalence ◽

Media Campaign ◽

Perceived Susceptibility ◽

Media Campaigns ◽

Smoking Cessation Services ◽

High Smoking Prevalence ◽

T1 And T2

BackgroundMass media campaigns to encourage smoking cessation have been shown to be effective in a context of comprehensive tobacco control programme. The effectiveness of antismoking ads that evoke negative emotions remains unclear, in particular in countries with high smoking prevalence and among smokers with low perceived susceptibility, low self-efficacy or who are not users of smoking cessation services.ObjectiveTo evaluate short-term and long-term effects of a 1-month French national highly emotional media campaign, with a focus on these specific targets.DesignA 6-month longitudinal survey by Internet. A sample of 3000 smokers were interviewed before the media campaign (T0). They were contacted again just after (T1) and 6 months after the campaign (T2).OutcomesPerceived susceptibility to the risks of smoking, self-efficacy to quit smoking, use of smoking cessation services (quitline and website) and 7-day quitting.MethodsThe analysis was carried out on 2241 individuals who answered at T1 and T2. Multiple logistic regressions were computed to test the association between the change in each outcome at T1 and T2 and the level of exposure based on self-reported recall.ResultsSelf-reported recall was associated with an increase in perceived susceptibility and with use of cessation services. Campaign recall was also associated with higher 7-day quitting immediately after the campaign (OR=1.8 (1.0 to 3.2), P<0.05).ConclusionsFear-appeal mass media campaigns can be effective in encouraging cessation among smokers in a country with high smoking prevalence (France), but should be accompanied by convincing self-efficacy messages.

Download Full-text

Taking the pressure off the spring: the case of rebounding smoking rates when antitobacco campaigns ceased

Tobacco Control ◽

10.1136/tobaccocontrol-2017-054194 ◽

2018 ◽

Vol 28 (2) ◽

pp. 233-236 ◽

Cited By ~ 2

Author(s):

Joanne Dono ◽

Jacqueline Bowden ◽

Susan Kim ◽

Caroline Miller

Keyword(s):

Mass Media ◽

High Intensity ◽

Smoking Prevalence ◽

Positive Influence ◽

Moderate Intensity ◽

The Political ◽

Political Decision ◽

Media Campaigns ◽

Plain Packaging ◽

Downward Pressure

ObjectiveSmoking rates have been compared with a spring, requiring continuous downward pressure against protobacco forces, rather than a screw, which once driven down stays down. Quality antitobacco mass media campaigns put downward pressure on smoking rates. The suspension of a major Australian state campaign provided a natural experiment to assess effects on smoking. Furthermore, we document the positive influence of robust monitoring and mature advocacy on the political decision to reinstate funding. We also document the misuse by industry of South Australian smoking data from the period between Australia’s implementation and subsequent evaluation of plain packaging.MethodsA time series analysis was used to examine monthly smoking prevalence trends at each of four intervention points: (A) commencement of high-intensity mass media campaign (August 2010); (B) introduction of plain packaging (December 2012), (C) defunding of campaign (July 2013); and (D) reinstatement of moderate-intensity campaign (July 2014).FindingsThe suspension of the antitobacco campaign was disruptive to achieving smoking prevalence targets. There was an absence of a downward monthly smoking prevalence trajectory during the non-campaign period. Moreover, there was a significant decline in smoking prevalence during the period of high-intensity advertising, which continued after the introduction of plain packaging laws, and at the recommencement of campaign activity.ConclusionsWhile the observed declines in smoking prevalence are likely due to a combination of interventions and cannot be attributed exclusively to antitobacco advertising, the results reinforce the political decision to reinstate the campaign and demonstrate the need for maintained investment to keep downward pressure on smoking rates.

Download Full-text