An evaluation of a community based antismoking campaign

The short and long term effectiveness of a community based antismoking campaign (The Levin Smoke-Free Fun Week: 2-9 November 1985) was evaluated by three surveys of Levin residents (n = 511). The first survey, carried out one week after the campaign ended, found that 29.1% of Levin smokers attempted to reduce tobacco consumption in response to the campaign. Of the total smoking sample (n = 134), 4.4% quit altogether, 10.4% quit for part of the week, while 12.6% reduced their consumption or changed to low tar cigarettes. A follow up survey conducted three months later found a reduced, but still sizeable, proportion of the smokers (14.8%) maintaining those original benefits. Four point four percent were found to be still not smoking, while 10.4% were found to have reduced the number of cigarettes they consumed per day compared to their precampaign level. Seven point four percent had reverted to their previous level, while 2.2% had increased their consumption. A final survey carried out one year after the campaign found that 17.9% of smokers had either given up smoking for good or had reduced their cigarette consumption. Of the total sample, 8.2% had quit smoking, while 9.7% had reduced their consumption. Two point two percent had maintained their precampaign level, while 2.9% had increased their consumption. Measures taken of average cigarette consumption over the three surveys found an overall drop from 15.7 per day before the campaign, to 8.8 per day, one year after the campaign ended.