Cumulative Impact of the Tips From Former Smokers Campaign on Cessation Behavior and Intentions to Quit Among Current Smokers: 2012 – 2014
Media campaigns have been shown to be effective at promoting quit attempts and reducing tobacco use. In 2012, CDC launched its Tips From Former Smokers (Tips) campaign, which features graphic, emotional testimonials from smokers about the health consequences of smoking. Campaign media buys ranged between 9 and 16 weeks per year from 2012 to 2014, covering all 210 US television markets with cessation-focused advertisements in varying doses over time. We assessed whether cumulative past-quarter television gross ratings points (GRPs) for the Tips campaign were associated with quit attempt prevalence in the past 3 months and intentions to quit within the next 6 months. Four waves of data from a national online panel were collected before, during, and after the Tips campaigns. Survey weights were used to account for sampling design and to generate national estimates for current cigarette smokers. Logistic regression models were used to estimate the association of GRPs with each outcome, controlling for individual- and market-level characteristics for each respondent. Past-quarter cumulative television GRP dose was associated with a 14% increased likelihood of having made a quit attempt in the past 3 months (aOR=1.14, 95% CI 1.04–1.24). Past-quarter cumulative television GRPs were associated with a 12% increased likelihood of intentions to quit within the next 6 months (aOR=1.12, 95% CI 1.03–1.21). These results are similar to recent evaluations of state-based campaigns, suggesting that state-level effects are scalable to the national level. Sustained investment in hard-hitting media campaigns is an important strategy for ending the tobacco epidemic.
Public health or related public policy
Public health or related research
Explain how a broad national tobacco education campaign impacts nationwide cessation behavior over a multi-year period. Attendees will also gain an understanding of evaluation methods that utilize information on campaign advertising dose by media markets.
Keyword(s): Tobacco Control, Media
Presenting author's disclosure statement:
Qualified on the content I am responsible for because: I am the current Project Director for the Evaluation of the National Tobacco Prevention Education Campaign (commonly known as Tips from Former Smokers). I am the principal investigator for RTI International's evaluation of this CDC campaign.
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.