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. 2009 Dec;99(12):2217-23.
doi: 10.2105/AJPH.2009.161638. Epub 2009 Oct 15.

Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups

Sarah J Durkin  1 , Lois Biener, Melanie A Wakefield
Affiliations

Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups

Sarah J Durkin et al. Am J Public Health. 2009 Dec.

Abstract

Objectives: We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups.

Methods: We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment.

Results: On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR]=1.11; 95% confidence interval [CI]=1.00, 1.23; P<.05). Greater exposure to ads that contained highly emotional elements or personal stories drove this effect (OR=1.14; 95% CI 1.02, 1.29; P<.05), which was greater among respondents with low and mid-socioeconomic status than among high-socioeconomic status groups.

Conclusions: Emotionally evocative ads and ads that contain personalized stories about the effects of smoking and quitting hold promise for efforts to promote smoking cessation and reduce socioeconomic disparities in smoking.

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Figures

FIGURE 1
FIGURE 1
Likelihood of quitting smoking at follow-up (odds ratios) associated with potential exposure to each 10 additional highly emotional or personal testimonial ads, by socioeconomic status (SES) group: UMass Tobacco Study, 2001–2004.
See this image and copyright information in PMC

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