240155 Perceived influence of media campaign on smoking cessation

Monday, October 31, 2011

Fong-ching Chang , Department of Health Education and Health Promotion, National Taiwan Normal University, Taipei, Taiwan
Chi-Hui Chung , National Communications Commission, Taipei, Taiwan
Po-Tswen Yu, MS , Department of Health, Health Education Center, Bureau of Health Promotion, Taipei, Taiwan
Kun-yu Chao , Deputy Director, Bureau of health promotion, Taipei, Taiwan
Shu-Ti Chiou, MD, PhD , Bureau of Health Promotion, Department of Health, R.O.C.(Taiwan), New Taipei City, Taiwan
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.

Learning Areas:
Advocacy for health and health education
Social and behavioral sciences

Learning Objectives:
1. Articulate the third-person effect of media influence on smoking cessation.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I analyzed the data.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.