CDC COMMUNITY GUIDE: Reducing Tobacco Use Initiation: Mass Media Campaigns When Combined with Other Interventions
CDC
An Evidence-Based Practice
Description
Mass media campaigns intended to reduce tobacco initiation use brief, recurring messages to inform and motivate individuals to remain tobacco free. Message content is developed through formative research, and messages may be delivered through paid broadcast time and print space, donated time and space (as public service announcements), or a combination of both. Mass media campaigns can be combined with other interventions.
The Community Preventive Services Task Force recommends mass media campaigns based on strong evidence of their effectiveness in reducing tobacco use among adolescents when implemented in combination with tobacco price increases, school-based education, and other community education programs.
The Community Preventive Services Task Force recommends mass media campaigns based on strong evidence of their effectiveness in reducing tobacco use among adolescents when implemented in combination with tobacco price increases, school-based education, and other community education programs.
Results / Accomplishments
Results from the Systematic Reviews:
Twelve studies qualified for the review of this intervention.
• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.
• In follow-up periods that ranged from 2 to 5 years, self-reported tobacco use was a median 2.4 percentage points lower in groups exposed to a mass media campaign (range: 0.02% to -9.5%; 5 studies).
• All seven studies of mass media campaigns that ran for 2 or more years indicated that they reduced tobacco use.
• Nine studies evaluated interventions focused on youth; three evaluated campaigns that included youth-targeted messages within a larger anti-tobacco campaign.
• In all but one study, the mass media campaign occurred in coordination or concurrently with other interventions including contests, school-based education programs, community education programs, or excise tax increases on tobacco products.
• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.
Twelve studies qualified for the review of this intervention.
• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.
• In follow-up periods that ranged from 2 to 5 years, self-reported tobacco use was a median 2.4 percentage points lower in groups exposed to a mass media campaign (range: 0.02% to -9.5%; 5 studies).
• All seven studies of mass media campaigns that ran for 2 or more years indicated that they reduced tobacco use.
• Nine studies evaluated interventions focused on youth; three evaluated campaigns that included youth-targeted messages within a larger anti-tobacco campaign.
• In all but one study, the mass media campaign occurred in coordination or concurrently with other interventions including contests, school-based education programs, community education programs, or excise tax increases on tobacco products.
• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.
About this Promising Practice
Primary Contact
Topics
Health / Alcohol & Drug Use
Source
Community Guide Branch Epidemiology and Analysis Program Office, Centers for Disease Control and Prevention
Location
USA
For more details
http://www.thecommunityguide.org/index.html#topics
http://www.thecommunityguide.org/tobacco/initiatio...
http://www.thecommunityguide.org/tobacco/initiatio...
Target Audience
Teens, Adults