Preventing Chronic Disease | Antismoking Mass Media Campaigns and Support for Smoke-Free Environments, Mobile County, Alabama, 2011–2012 - CDC

full-text ►

Preventing Chronic Disease | Antismoking Mass Media Campaigns and Support for Smoke-Free Environments, Mobile County, Alabama, 2011–2012 - CDC

Antismoking Mass Media Campaigns and Support for Smoke-Free Environments, Mobile County, Alabama, 2011–2012

Navigate This Article

• Abstract
• Introduction
• Methods
• Results
• Discussion
• Acknowledgments
• Author Information
• References
• Tables

Gabriel H. Fosson, MPA; Debra M. McCallum, PhD; Michael B. Conaway, JD

Suggested citation for this article: Fosson GH, McCallum DM, Conaway MB. Antismoking Mass Media Campaigns and Support for Smoke-Free Environments, Mobile County, Alabama, 2011–2012. Prev Chronic Dis 2014;11:140106. DOI:http://dx.doi.org/10.5888/pcd11.140106.

PEER REVIEWED

Abstract

Introduction
In 2011, the Mobile County Health Department began a 12-month antismoking educational media campaign to educate citizens on the dangers of secondhand smoke. The campaign overlapped with the Centers for Disease Control and Prevention’s 3-month national antismoking Tips from Former Smokers media campaign. We aimed to evaluate the effect of these campaigns on support for smoke-free environments and knowledge of the dangers of secondhand smoke.

Methods
Cross-sectional precampaign and postcampaign telephone surveys collected data from a random sample of Mobile County adults in the summers of 2011 and 2012. Outcome measures included changes in support for smoke-free environments and knowledge of the dangers of secondhand smoke. The participation rate among the households that were successfully reached was 45% in 2011 and 44% in 2012.

Results
On the postcampaign survey, 80.9% of respondents reported seeing a television advertisement, 29.9% reported hearing a radio advertisement, and 49.0% reported seeing a billboard. Overall, support for smoke-free bars increased significantly after the intervention (38.1% to 43.8%; P = .01) but not for workplaces or restaurants. Self-reported exposure to the media campaign was associated with higher levels of support for smoke-free workplaces, restaurants, and bars.

Conclusion
Educational mass media campaigns have the potential to increase support for smoke-free protections and may increase knowledge about the dangers of secondhand smoke among certain populations.

Acknowledgments

This article was supported in part by a cooperative agreement from CDC (#1U58DP002401-01) to the Alabama Department of Public Health. Portions of this project’s work involve the CPPW initiative supported by CDC funding. Users of this document should be aware that every funding source has different requirements governing the appropriate use of those funds. Under United States law, no federal funds are permitted to be used for lobbying or to influence, directly or indirectly, specific pieces of pending or proposed legislation at the federal, state, or local levels. Organizations should consult appropriate legal counsel to ensure compliance with all rules, regulations, and restriction of any funding sources.

We thank Kathleen Whitten and Janice Vick at ICF International for their contributions in reviewing and providing valuable feedback for this manuscript.

Top of Page

Author Information

Corresponding Author: Gabriel H. Fosson, MPA, Institute for Social Science Research, The University of Alabama, 306 Paul Bryant Dr E, Box 870216, Tuscaloosa, AL 35487. Telephone: 205-348-6233. E-mail: ghfosson@crimson.ua.edu. After publication of this article, correspondence should be sent to Debra M. McCallum, PhD, at the same address; telephone, 205-348-3820; or e-mail, dmccallu@ua.edu.

Author Affiliations: Debra M. McCallum, Michael B. Conaway, The University of Alabama, Tuscaloosa, Alabama.

Top of Page

References

1. Farrelly MC, Healton CG, Davis KC, Messeri P, Hersey JC, Haviland ML. Getting to the truth: evaluating national tobacco countermarketing campaigns. Am J Public Health 2002;92(6):901–7. Erratum in Am J Public Health 2003;93(5):703. CrossRef PubMed
2. Hersey JC, Niederdeppe J, Evans WD, Nonnemaker J, Blahut S, Farrelly MC, et al. The effects of state counterindustry media campaigns on beliefs, attitudes, and smoking status among teens and young adults. Prev Med 2003;37(6 Pt 1):544–52. CrossRef PubMed
3. Gagné L. The 2005 British Columbia smoking cessation mass media campaign and short-term changes in smokers attitudes. J Health Commun 2008;13(2):125–48. CrossRef PubMed
4. Popham WJ, Potter LD, Hetrick MA, Muthén LK, Duerr JM, Johnson MD. Effectiveness of the California 1990–1991 tobacco education media campaign. Am J Prev Med 1994;10(6):319–26. PubMed
5. Hu TW, Sung HY, Keeler TE. Reducing cigarette consumption in California: tobacco taxes vs an anti-smoking media campaign. Am J Public Health 1995;85(9):1218–22. CrossRef PubMed
6. Hyland A, Wakefield M, Higbee C, Szczypka G, Cummings KM. Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study. Health Educ Res 2006;21(3):348–54. CrossRef PubMed
7. McAlister A, Morrison TC, Hu S, Meshack AF, Ramirez A, Gallion K, et al. Media and community campaign effects on adult tobacco use in Texas. J Health Commun 2004;9(2):95–109. CrossRef PubMed
8. Miller CL, Wakefield M, Roberts L. Uptake and effectiveness of the Australian telephone Quitline service in the context of a mass media campaign. Tob Control 2003;12(Suppl 2):ii53–8. CrossRef PubMed
9. Alday J, Murukutla N, Cedillo C, Johns P, Monteiro A, Wakefield M. Smoke-free São Paulo: a campaign evaluation and the case for sustained mass media investment. Salud Publica Mex 2010;52(Suppl 2):S216–25. CrossRef PubMed
10. Thrasher JF, Huang L, Pérez-Hernández R, Niederdeppe J, Arillo-Santillán E, Alday J. Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law. Am J Public Health 2011;101(2):328–35. CrossRef PubMed
11. SMART: BRFSS city and county data. Atlanta (GA): Centers for Disease Control and Prevention, US Department of Health and Human Services. http://apps.nccd.cdc.gov/BRFSS-SMART/MMSARiskChart.asp?yr=2010&MMSA=209&cat=TU&qkey=4396&grp=0. Accessed July 8, 2014.
12. Prevalence and trends data, nationwide (states and DC) — 2010, tobacco use. Atlanta (GA): Centers for Disease Control and Prevention, US Department of Health and Human Services. http://apps.nccd.cdc.gov/BRFSS/display.asp?cat=TU&yr=2010&qkey=4396&state=UB. Accessed July 8, 2014.
13. Bunnell R, O’Neil D, Soler R, Payne R, Giles WH, Collins J, et al. Fifty communities putting prevention to work: accelerating chronic disease prevention through policy, systems and environmental change. J Community Health 2012;37(5):1081–90. CrossRef PubMed
14. McAfee T, Davis KC, Alexander RL Jr, Pechacek TF, Bunnell R. Effect of the first federally funded US antismoking national media campaign. Lancet 2013;382(9909):2003–11. CrossRef PubMed
15. Starr G, Rogers T, Schooley M, Porter S, Wiesen E, Jamison N. Key outcome indicators for evaluating comprehensive tobacco control programs. Atlanta (GA): Centers for Disease Control and Prevention; 2005.
16. The American Association for Public Opinion Research. Standard definitions: final dispositions of case codes and outcome rates for surveys. 7th edition; 2011. http://www.aapor.org/AM/Template.cfm?
17. Holm S. A simple sequentially rejective multiple test procedure. Scand J Stat 1979;6:65–70.
18. King BA, Dube SR, Tynan MA. Attitudes toward smoke-free workplaces, restaurants, and bars, casinos, and clubs among U.S. adults: findings from the 2009–2010 National Adult Tobacco Survey. Nicotine Tob Res 2013;15(8):1464–70. CrossRef PubMed
19. Mons U, Nagelhout GE, Guignard R, McNeill A, van den Putte B, Willemsen MC, et al. Comprehensive smoke-free policies attract more support from smokers in Europe than partial policies. Eur J Public Health 2012;22(Suppl 1):10–6. CrossRef PubMed
20. Maguire RL, Brinkley J, Mansfield C. Attitudes toward smoking restrictions in work sites, restaurants, and bars among North Carolinians. N C Med J 2010;71(6):511–8. PubMed
21. Durkin S, Brennan E, Wakefield M. Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control 2012;21(2):127–38. CrossRef PubMed