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Mass media based health behavior change: televised smoking cessation program.

B G Danaher, E Berkanovic, B Gerber

    Addictive Behaviors
    |January 1, 1984
    PubMed
    Summary

    A television smoking cessation program significantly increased quitting attempts for all viewers. Those who requested materials (Registrants) showed higher long-term abstinence rates compared to the general population.

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    Area of Science:

    • Public Health
    • Health Communication
    • Behavioral Science

    Background:

    • Television-based health promotion programs can reach large audiences.
    • Evaluating the long-term effectiveness of such programs is crucial for public health initiatives.
    • Previous studies have shown mixed results for televised interventions.

    Purpose of the Study:

    • To assess the 1-year follow-up outcomes of a television-based smoking cessation program.
    • To compare the effectiveness of the program between individuals who sought additional materials and a general cross-section sample.
    • To identify the impact of the televised program on smoking cessation attempts and abstinence.

    Main Methods:

    • A 1-year follow-up assessment was conducted.
    • Two samples were analyzed: Registrants (who requested materials) and a Cross-Section (CS) sample.

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  • Data were collected through surveys comparing quitting attempts and abstinence rates.

    • Main Results:

    • Registrants reported more quitting attempts (70.7%) and higher abstinence (6.2%) than the CS sample (49.8% and 2.4%).
    • Both groups showed significantly more quitting attempts post-broadcast compared to a baseline survey.
    • Only Registrants demonstrated significantly higher abstinence rates (6.2%) compared to the baseline (2.9%).

    Conclusions:

    • Televised smoking cessation programs can motivate increased quitting attempts.
    • Program engagement, indicated by requesting materials, is associated with greater long-term smoking abstinence.
    • Findings support the use of televised health promotion for smoking cessation, with targeted follow-up enhancing success.