Randomised media higher-dose results among cigarette smokers,* 2013 Tips evaluation
| Smoker outcome variables | Descriptive statistics | Multivariate models† | |||
|---|---|---|---|---|---|
| Standard-dose markets | Higher-dose markets | p Value‡ | Higher-dose adjusted OR | p Value‡ | |
| Ad exposure | |||||
| Awareness of any Tips ad on TV | 75.0§ | 87.2 | <0.001 | 2.16 | <0.001 |
| Frequency of exposure to Tips ads¶ | 5.09 | 8.04 | <0.001 | 2.85** | <0.001 |
| Quit attempts and intentions to quit | |||||
| Incidence of quit attempt since 2013 Tips launch | 34.9 | 38.8 | 0.039 | 1.20 | 0.029 |
| Intends to quit in next 30 days†† | 12.2 | 13.4 | 0.235 | 1.16 | 0.131 |
| Intends to quit in next 6 months†† | 23.5 | 25.8 | 0.114 | 1.16 | 0.059 |
| Disease knowledge (campaign-related) | |||||
| Heart disease | 83.5 | 84.9 | 0.219 | 1.09 | 0.255 |
| Stroke | 74.7 | 77.7 | 0.066 | 1.14 | 0.114 |
| Hole in throat (stoma or tracheotomy) | 83.3 | 83.6 | 0.412 | 1.05 | 0.314 |
| Buerger's disease | 28.6 | 31.7 | 0.077 | 1.12 | 0.135 |
| Amputations | 43.5 | 50.2 | 0.001 | 1.31 | 0.002 |
| Asthma | 79.5 | 81.7 | 0.104 | 1.17 | 0.058 |
| COPD or chronic bronchitis | 88.9 | 91.8 | 0.025 | 1.35 | 0.038 |
| Worsening of diabetic complications | 84.2 | 88.5 | 0.003 | 1.43 | 0.010 |
| Disease knowledge (unrelated to campaign) | |||||
| Lung cancer | 94.3 | 95.4 | 0.129 | 1.24 | 0.118 |
| Cancer of mouth or throat | 90.8 | 91.8 | 0.215 | 1.15 | 0.182 |
| Diabetes | 26.9 | 27.6 | 0.360 | 1.01 | 0.455 |
| Emphysema | 92.9 | 92.3 | 0.673 | 0.91 | 0.674 |
| Gallstones (control item) | 17.0 | 16.5 | 0.598 | 0.95 | 0.649 |
*Among current smokers at time of 2013 Tips launch.
†Multivariate models control for income, mental health condition, media market population size, media market smoking prevalence and median income in media market. Survey weights control for differences in age, gender, race/ethnicity and educational attainment across randomised markets.
‡p Values are calculated as one-tailed (higher-dose greater than standard-dose); p<0.05.
§Statistically significant differences are indicated in boldface type.
¶Frequency is expressed as an integer.
**Ordinary least squares β coefficient.
††Among current smokers at time of survey only.
COPD, chronic obstructive pulmonary disease; Tips, Tips From Former Smokers; TV, television.