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 antismoking campaign and survey time from the campaign end until the time of the postcampaign 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.