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Related Experiment Videos

A low-cost, practical method for increasing smokers' interest in smoking cessation programs.

Paul W McDonald1

  • 1Department of Health Studies and Gerontology, University of Waterloo, ON. pwmcdona@healthy.uwaterloo.ca

Canadian Journal of Public Health = Revue Canadienne De Sante Publique
|February 11, 2004
PubMed
Summary

Classified newspaper ads effectively recruit smokers across all stages of change for smoking cessation programs. This cost-efficient strategy may improve public health outreach and program participation.

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Area of Science:

  • Public Health
  • Health Communication
  • Behavioral Science

Background:

  • Low participation rates in smoking cessation programs limit public health impact.
  • High costs of traditional media campaigns and low smoker motivation are key barriers.
  • Novel recruitment strategies are needed to enhance program engagement.

Purpose of the Study:

  • To assess the feasibility of using classified newspaper advertisements to increase participation in smoking cessation programs.
  • To evaluate the effectiveness of tailored messages addressing different stages of change.
  • To determine the cost-efficiency of classified ads as a recruitment tool.

Main Methods:

  • Three distinct classified ads were placed in a local newspaper over five days.
  • Advertisements were designed to target smokers in each of Prochaska's five stages of change.

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  • Participants were recruited for a paid focus group to inform program design.

    • Main Results:

    • 181 eligible smokers responded, with 124 providing study data.
    • Respondents represented all stages of change: precontemplation (37%), contemplation (34%), and preparation (29%).
    • Half of ex-smokers were in the action stage; recruitment cost was under one dollar per person.

    Conclusions:

    • Classified ads are a viable method for recruiting smokers at all stages of readiness to quit.
    • This promotional strategy offers a cost-effective alternative to traditional mass media for smoking cessation outreach.
    • Further research is warranted to explore the broader application of this approach.