Perceived influence of media campaign on smoking cessation

This study examined the perceived influence of media campaign on cessation of smoking from a third-person effect perspective. National representative samples of 1079 and 1069 people were interviewed successfully by telephone in August 2010, and November 2010, respectively. The results indicated that the rates of awareness of smoking cessation services increased from 64.2% in August 2010 (pre-campaign) to 69.7% in November 2010 (post-campaign), while the rates of thinking of the health hazards of smoking and secondhand smoke increased from 83.7% to 87.6%. The rate of perceived influence of the campaign on motivating general smokers to quit increased from 56.6% to 63.3%. In addition, smokers perceived influence of the campaign on motivating self's quitting increased from 36.9% to 52.0%. People perceived the media campaign as more influential on general smokers' quitting than on smokers self's quitting (third-person effect). The implementation of media campaign was effective in increasing the perceived influence on smokers' and self's quitting.