Randomised media higher-dose results among non-smokers, 2013 Tips evaluation
| Non-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 | 73.9‡ | 83.9 | <0.001 | 1.79 | <0.001 |
| Frequency of exposure to Tips ads§ | 4.46 | 7.28 | <0.001 | 2.61¶ | <0.001 |
| Non-smokers’ communication with others | |||||
| Talked to friends/family about dangers of smoking | 35.7 | 43.1 | 0.005 | 1.26 | 0.029 |
| Encouraged friend/family who smoke to quit | 40.0 | 45.5 | 0.033 | 1.14 | 0.135 |
| Recommended friend/family who smoke to use cessation resources | 3.4 | 4.1 | 0.271 | 1.07 | 0.411 |
| Disease knowledge (campaign related) | |||||
| Heart disease | 86.8 | 91.0 | 0.017 | 1.65 | 0.012 |
| Stroke | 80.4 | 84.6 | 0.029 | 1.34 | 0.052 |
| Hole in throat (stoma or tracheotomy) | 85.5 | 92.0 | <0.001 | 2.19 | <0.001 |
| Buerger's disease | 33.8 | 37.3 | 0.127 | 1.20 | 0.088 |
| Amputations | 45.6 | 57.6 | <0.001 | 1.67 | <0.001 |
| Asthma | 84.7 | 89.7 | 0.004 | 1.59 | 0.002 |
| COPD or chronic bronchitis | 88.9 | 95.4 | <0.001 | 2.48 | <0.001 |
| Worsening of diabetic complications | 92.1 | 94.9 | 0.034 | 1.70 | 0.134 |
| Disease knowledge (unrelated to campaign) | |||||
| Lung cancer | 95.5 | 98.1 | 0.004 | 2.64 | 0.002 |
| Cancer of mouth or throat | 93.6 | 97.2 | <0.001 | 2.65 | <0.001 |
| Diabetes | 31.2 | 33.8 | 0.185 | 1.15 | 0.157 |
| Emphysema | 91.1 | 93.9 | 0.069 | 1.65 | 0.046 |
| Gallstones (control item) | 23.2 | 22.5 | 0.596 | 0.98 | 0.547 |
*Multivariate models control for media market population size, median income in media market, media market smoking prevalence and other smoker in household. Survey weights control for differences in age, gender, race/ethnicity and educational attainment across randomised markets.
†p Values are calculated as one-tailed, p<0.05.
‡Statistically significant differences are indicated in boldface type.
§Frequency is expressed as an integer.
¶Ordinary least squares β coefficient.
COPD, chronic obstructive pulmonary disease; Tips, Tips From Former Smokers; TV, television.