142nd APHA Annual Meeting and Exposition

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CDC's Tips From Former Smokers (Tips) Campaign: The Impact of a National Antismoking Media Campaign on Nonsmokers

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Sunday, November 16, 2014

Robert Alexander, PhD, MPH, CHES , Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA
Jami Fraze, Ph.D. , Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA
Kevin Davis, MA , RTI International, Research Triangle Park, NC
Robert Rodes, MS, MBA, MEd , Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA
Rebecca Bunnell, ScD, MEd , Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA
Background: The impact of antismoking campaigns on nonsmokers’ cessation support behavior is not well documented.  In 2013, the CDC launched a new round of advertisements with its “Tips From Former Smokers” (Tips) national antismoking campaign. Tips featured emotional, graphic, true stories told by former smokers to motivate smokers to quit and nonsmokers to educate and encourage family and friends to quit. A national media buy was supplemented with substantial additional local media buys within 67 randomly selected small to mid-sized “heavy-up” designated media markets (DMAs) with a total population of 35M.

Methods: We analyzed survey data collected from a nationally representative sample of 2,909 adult nonsmokers following the 16-week campaign. We excluded large DMAs and compared nonsmokers’ campaign exposure and behaviors in the heavy-up DMAs and the regular DMAs. We used U.S. Nielsen DMA population data to estimate the campaign’s additional population effect in the heavy-up markets.

Results: In heavy-up DMAs, 85% of nonsmokers recalled TV campaign exposure compared with 72.8% in regular markets.  44.4% of heavy-up nonsmokers educated family and friends about the dangers of smoking compared with 35.6% in regular markets (p<0.05). Encouraging smokers to quit was reported by 46.9% of nonsmokers in heavy-up markets versus 38.8% in regular markets (p<0.05). The heavy-up advertising resulted in an estimated additional 1.8 million nonsmokers educating family and friends and 1.5 million encouraging quitting than would have in the absence of the heavy-up advertising.

Conclusions: CDC’s Tips campaign and increased media dosing levels were associated with nonsmokers’ cessation support behavior.

 

Learning Areas:

Conduct evaluation related to programs, research, and other areas of practice

Learning Objectives:
Explain key features of CDC’s 2013 National Tobacco Education Campaign evaluation. Discuss awareness and disease knowledge related to campaign advertisements. Describe two main nonsmoker behavior outcomes of the 2013 campaign.

Keyword(s): Tobacco Control, Evaluation

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I serve as the Tips campaign evaluation project director and am a coauthor of this research.
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.

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