Last data update: Jun 24, 2024. (Total: 47078 publications since 2009)
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Query Trace: Beistle DM [original query] |
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Google searches or quit attempts as a success measure for an antismoking campaign
McAfee T , Davis KC , Cox SN , Beistle DM . Am J Prev Med 2015 49 (6) e131-2 In a recent study by Ayers et al.,1 the authors analyzed Google search patterns associated with health conditions depicted in CDC’s national tobacco education campaign, Tips From Former Smokers (Tips). Although examining search trends to inform the effectiveness of health campaigns holds promise, the authors make a number of statements that we, as the principal scientists and campaign managers, disagree with. | First, the authors state that “Tips is the nation’s most costly tobacco control initiative.” To put the cost of Tips (approximately $50 million annually) into perspective, this amount represents less than 2 days of what the tobacco industry spends in a year ($8 billion) on tobacco promotion. States also spend approximately $500 million yearly on integrated tobacco control. A recent study2 demonstrated that the Tips campaign was a highly cost-effective initiative, based on often-used benchmarks for public health interventions. | Second, the authors state that “little is known about [the Tips campaign’s] effectiveness,” citing a 2013 study published in Lancet.3 However, this study was a rigorous evaluation of campaign effectiveness, based on a large, nationally representative, longitudinal cohort of smokers and nonsmokers in the U.S. The campaign was responsible for approximately 1.6 million new quit attempts, with an estimated 100,000 of these sustained for at least 6 months. In addition, the 2012 Tips campaign was associated with increased knowledge of the health conditions featured in Tips ads, increased motivation to quit, and increased smoking-related concerns about health.4 | Third, the authors posit that Tips was no longer effective in 2013. CDC has closely tracked calls to the 1-800-QUIT-NOW quitline, which showed increases directly associated with campaign tags in 2012 and 2013.5 In 2013, there were marked increases in calls in the alternating weeks the campaign was on the air (Figure 1). In addition, an independent prospective cohort study of smokers found that 71% saw at least one 2013 Tips ad and the campaign increased awareness of health risks and cessation resources.6 |
Mass media health communication campaigns combined with health-related product distribution: a Community Guide Systematic Review
Robinson MN , Tansil KA , Elder RW , Soler RE , Labre MP , Mercer SL , Eroglu D , Baur C , Lyon-Daniel K , Fridinger F , Sokler LA , Green LW , Miller T , Dearing JW , Evans WD , Snyder LB , Kasisomayajula Viswanath K , Beistle DM , Chervin DD , Bernhardt JM , Rimer BK . Am J Prev Med 2014 47 (3) 360-371 CONTEXT: Health communication campaigns including mass media and health-related product distribution have been used to reduce mortality and morbidity through behavior change. The intervention is defined as having two core components reflecting two social marketing principles: (1) promoting behavior change through multiple communication channels, one being mass media, and (2) distributing a free or reduced-price product that facilitates adoption and maintenance of healthy behavior change, sustains cessation of harmful behaviors, or protects against behavior-related disease or injury. EVIDENCE ACQUISITION: Using methods previously developed for the Community Guide, a systematic review (search period, January 1980-December 2009) was conducted to evaluate the effectiveness of health communication campaigns that use multiple channels, including mass media, and distribute health-related products. The primary outcome of interest was use of distributed health-related products. EVIDENCE SYNTHESIS: Twenty-two studies that met Community Guide quality criteria were analyzed in 2010. Most studies showed favorable behavior change effects on health-related product use (a median increase of 8.4 percentage points). By product category, median increases in desired behaviors ranged from 4.0 percentage points for condom promotion and distribution campaigns to 10.0 percentage points for smoking-cessation campaigns. CONCLUSIONS: Health communication campaigns that combine mass media and other communication channels with distribution of free or reduced-price health-related products are effective in improving healthy behaviors. This intervention is expected to be applicable across U.S. demographic groups, with appropriate population targeting. The ability to draw more specific conclusions about other important social marketing practices is constrained by limited reporting of intervention components and characteristics. |
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