Understanding how mass media campaigns impact on smokers.
R Borland, J Balmford
Tob Control | Published : 2003
OBJECTIVES: To explore the immediate impact of the 2001 National Tobacco Campaign (NTC) advertising on movement towards quitting in a broadly representative sample of smokers. METHOD: Repeated measures design with surveys two weeks apart. 1000 current smokers aged 18-40 were interviewed. 250 telephone interviews were conducted in each of Sydney and Melbourne (both unexposed at initial survey) and Brisbane and Adelaide (both exposed at initial survey) to measure frequency of negative thoughts about smoking and passive smoking, positive thoughts about smoking, and thoughts about the conduct of tobacco companies; perspective on change; and thoughts and actions about quitting. RESULTS: At the in..View full abstract