Bivariate and adjusted ORs for dichotomous outcomes and recall of pictorial health warning labels (HWLs) and the media campaign
| Independent variables | HWLs made you stop when about to smoke | Knowledge of toll-free quitline | Attempted to quit since pictorial HWL launch |
| OR (95% CI) | OR (95% CI) | OR (95% CI) | |
| Bivariate model | |||
| No exposure (Ref.) | 1 | 1 | 1 |
| Pictorial HWL only | 2.46** (1.31 to 4.64) | 1.98** (1.26 to 3.10) | 3.20** (1.45 to 7.06) |
| Campaign only | 2.29** (1.38 to 3.80) | 2.29*** (1.43 to 3.69) | 1.56 (0.73 to 3.34) |
| Pictorial HWL and campaign | 2.62*** (1.65 to 4.17) | 3.34*** (2.22 to 5.04) | 1.53 (0.73 to 3.19) |
| Adjusted model† | |||
| No exposure (Ref.) | 1 | 1 | 1 |
| Pictorial HWL only | 2.55** (1.43 to 4.57) | 1.75* (1.14 to 2.68) | 4.23*** (2.05 to 8.69) |
| Campaign only | 2.13** (1.23 to 3.69) | 2.23** (1.37 to 3.61) | 1.85 (0.810 to 4.21) |
| Pictorial HWL and campaign | 2.51** (1.46 to 4.31) | 3.12*** (2.04 to 4.77) | 1.63 (0.75 to 3.54) |
*p<0.05; **p<0.01; ***p<0.001.
↵† Coefficients adjust for age, sex, monthly income, education, civil status, smoking intensity, intention to quit and exposure to both pictorial HWLs and campaign.