The Freeze on Mass Media Campaigns in England: A Natural Experiment of the Impact of Tobacco Control
Thursday, June 12, 2014
Posted by: Natalia Gromov
Addiction. 2014
Jun;109(6):995-1002.
The Freeze on Mass Media
Campaigns in England: A Natural Experiment of the Impact of Tobacco Control
Campaigns on Quitting Behaviour.
Langley T, Szatkowski L,
Lewis S, McNeill A, Gilmore AB, Salway R, Sims M.
This study measured the impact of the suspension of tobacco control mass media
campaigns in England in April 2010 on measures of smoking cessation behaviour.
DESIGN: Interrupted time series design using routinely collected
population-level data. Analysis of use of a range of types of smoking cessation
support using segmented negative binomial regression. MEASUREMENTS: Use of
non-intensive support: monthly calls to the National Health Service (NHS)
quitline (April 2005-September 2011), text requests for quit support packs
(December 2007-10) and web hits on the national smoking cessation website
(January 2009-March 2011). Use of intensive cessation support: quarterly data
on the number of people setting a quit date and 4-week quitters at the NHS Stop
Smoking Services (SSS) (quarter 1, 2001 and quarter 3, 2011). FINDINGS: During
the suspension of tobacco control mass media spending, literature requests fell
by 98% [95% confidence interval (CI) = 96-99], and quitline calls and web hits
fell by 65% (95% CI = 43-79) and 34% (95% CI: 11-50), respectively.
CONCLUSIONS: The suspension of tobacco control mass media campaigns in England
in 2012 appeared to markedly reduce the use of smoking cessation literature,
quitline calls and hits on the national smoking cessation website.
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