Mass media interventions for smoking cessation in adults
Malgorzata M Bala1, Lukasz Strzeszynski, Roman Topor-Madry
12nd Department of Internal Medicine, Jagiellonian University Medical College, Krakow, Poland. gosiabala@mp.pl.
The Cochrane Database of Systematic Reviews
|June 8, 2013
Summary
Mass media campaigns can effectively reduce adult smoking rates when part of comprehensive tobacco control programs. Evidence shows positive impacts on smoking prevalence and quit rates, though study quality varies.
Area of Science:
- Public Health
- Behavioral Science
- Health Communication
Background:
- Mass media tobacco control campaigns aim to reach large populations.
- While research often focuses on youth, adult smoker campaigns show mixed results.
- Campaigns can be local, regional, or national, integrated into broader tobacco control policies.
Purpose of the Study:
- To evaluate the effectiveness of mass media interventions in reducing adult smoking.
Main Methods:
- Systematic review of controlled trials and interrupted time series studies.
- Included adults aged 25+ who regularly smoke cigarettes.
- Mass media defined as TV, radio, print, billboards, etc., aimed at encouraging smoking cessation.
Main Results:
- Eleven campaigns met inclusion criteria, exhibiting diverse designs and methodologies.
- Significant decreases in smoking prevalence observed in California and Massachusetts statewide campaigns.
- Positive effects on smoking behavior noted in several community/regional studies, with some showing significant prevalence changes.
Conclusions:
- Comprehensive tobacco control programs incorporating mass media campaigns can alter adult smoking behavior.
- Campaign effectiveness is influenced by intensity, duration, and funding, but long-term impacts are hard to isolate.
- No consistent links found between campaign success and demographic factors like age, education, ethnicity, or gender.
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