Analysis Of Media Campaign Promoting Smoking Cessation Suggests It Was Cost-Effective In Prompting
Wednesday, January 9, 2013
Posted by: Natalia Gromov
Villanti AC, Curry LE, Richardson A, Vallone DM, Holtgrave DR. Health Aff. December 2012;31(12): 2708-2716.
This study examined the cost effectiveness of the American Legacy Foundation’s national EX® campaign, which ran on radio and television in 2008, and was designed to promote smoking cessation among adult smokers. The incremental societal cost of EX, in 2009 dollars, was $166 million. Data showed that EX resulted in 52,979 additional quit attempts and 4,238 additional quits and saved 4,450 quality-adjusted life-years. Incremental cost-utility estimates comparing EX to the status quo—that is, the situation that would have existed in the eight markets with no campaign and no change in cessation behavior—suggest that the campaign was cost-effective. The authors conclude that national mass media campaigns for smoking cessation can lower smoking prevalence in a cost-effective manner, among both adults and young adults ages 18–24 who are smokers.