Population-level effects of tobacco control mass media campaigns
| Authors and location (broad tobacco control policies and programmes?) | Study design | Sample type and size | Campaign message type (channels) | Intensity* | Duration† (recall) | Effects on knowledge, campaign beliefs or quit intentions? | Effects on quit attempts, behaviour or smoking prevalence? | Which demographic groups compared? (Differences found?) |
| Alday et al, 20109; Sao Paulo, Brazil (yes) |
|
| NHE-SHS (TV, print, billboard, radio, online) | No information | Short (35%) |
| NA | NA |
| Durkin et al, 200910; Massachusetts, USA (yes) | Cohort, 2 year follow-up | Smokers; N=1491 | Mostly NHE and AI (TV, radio, print, billboard) | High | Long (NA) | NA | QB: yes | SES (QB: no) |
| Gagne et al, 200811; British Columbia, Canada (yes) | Cohort, pre/during/post | Smokers 20–30 years; N=559 | Quit benefits and NHE (posters, radio, TV) | Low | Short (35%; 48% of those exposed to TV) | CTB: mixed | NA | NA |
| Grigg et al, 200812; New Zealand (yes) |
|
| HTQ Maori targeted (TV, radio, print) | No information | Moderate (78%) |
| ||
| Niederdeppe et al, 200813; Wisconsin, USA (no) | Cohort, 1 year follow-up | Smokers; N=452 |
|
|
| NA |
|
|
| Perusco et al, 201014; Sydney, Australia (yes) | Cross-sectional, pre/post | Arabic speaking adults; Ns>1000 | NHE and HTQ (radio, print) | Low | Long (64%) | K: mixed; CTB: mixed; QI: no | P: yes |
|
| Richardson et al, 2010,15 USA (mixed) | Cross-sectional, pre/8 × post |
| AI (TV-led) | Low | Long (42% to 68%) | CTB: mixed; QI: trend | NA | NA |
| Vallone et al, 201016; Michigan, USA (no) | Cohort, 6 month follow-up | Smokers; N=212 | HTQ (TV and radio) | Moderate | Short (77%) | CTB and QI: yes | QA: trend | NA |
| Vallone et al, 201117 18; USA (mixed) | Cohort, 6 month follow-up | Smokers 18–49 years; N=4067 | HTQ (TV-led) | Low | Moderate (41%) | CTB and QI: yes |
| SES: (CTB: yes) (QA: yes) |
| Van den Putte et al, 201119; The Netherlands (partial) | Cohort, 2 month and 6 month follow-ups | Smokers; N=1079 | HTQ (TV, radio, online) | No information | Short (>90%) | QI: no | QA: mediated effect | NA |
| Wakefield et al, 200820; Australia (yes) | Time series over 11 years | Adults; average N=2474/month | Mostly NHE (TV-led) | Varied over time | Long (NA) | NA | P: yes | NA |
| Wakefield et al, 201121; Australia (yes) | Cohort, 1 year follow-ups for 6 years | Smokers and recent quitters; N=3037 | Mostly NHE (TV-led) | Varied over time | Long (NA) | NA | QA: yes | NA |
↵* Intensity: average intensity was low, <1200 TRPs/GRPs per quarter; moderate, 1200 up to 2100 TRPs/GRPs per quarter; high, ≥2100 TRPs/GRPs per quarter.
↵† Duration: short, <6 months; moderate, 6 to 17 months; long, ≥18 months.
AI, Anti-industry; HTQ, How-to-Quit; KTQ, Keep Trying to Quit; NHE, Negative Health Effects; SHS, Second-Hand Smoke. CTB, Campaign Targeted Beliefs (includes all measures of beliefs and attitudes); K, Knowledge; P, smoking Prevalence; QA, Quit Attempts; QB; Quitting Behaviour; QI: Quitting Intentions; R, Recall. GRPs, Gross Ratings Points; TRPs, Targeted Ratings Points. N, Number of participants; NA, Not Applicable, SES, Socio-Economic Status. Note: Acronyms for all outcome measures are bolded.