Attitude measure | Campaign exposure | n | Per cent | Logistic regression ORs (95% CI) | |
---|---|---|---|---|---|
Unadjusted | Adjusted | ||||
Disagreeing that cigarettes are good gifts for friends and family | Model 1 | ||||
Control cities | 965 | 55 | 1 | 1 | |
Intervention cities | 2333 | 60 | 1.22 (0.86 to 1.73) | 1.59 (1.11 to 2.27)* | |
Model 2 | |||||
Not recalled | 2043 | 58 | 1 | 1 | |
Recalled the campaign | 282 | 71 | 1.75 (1.28 to 2.41)** | 1.63 (1.18 to 2.25)** | |
Model 3 | |||||
Not recalled | 2043 | 58 | 1 | 1 | |
Recalled† 1 channel | 173 | 75 | 2.09 (1.25 to 3.50)** | 2.00 (1.22 to 3.29)** | |
Recalled 2 and more channels | 58 | 60 | 1.05 (0.43 to 2.55) | 0.84 (0.34 to 2.09) | |
Model 4 | |||||
Not recalled‡ | 2043 | 58 | 1 | 1 | |
Recalled TV | 190 | 70 | 1.62 (1.02 to 2.55)* | 1.51 (0.96 to 2.37) | |
Recalled poster | 54 | 62 | 0.84 (0.49 to 1.42) | 0.80 (0.44 to 1.47) | |
Recalled mobile media | 67 | 71 | 1.32 (0.67 to 2.60) | 1.19 (0.62 to 2.26) |
Adjusted for age group, sex, income, education, marital status, smoking status, intention to quit, exposure to general anti-smoking campaign and survey time from the campaign end until the time of the post-campaign survey.
Statistically significant levels for logistic regression: *p<0.05; **p<0.01; ***p<0.001.
†Participants (n=51) who recalled the campaign but did not report any channel through which they saw the campaign were removed from the analysis.
‡This analysis is a single model in which dummy variables were created for each channel, with no recall of any exposure to the campaign as the reference group.
TV, television.