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Research paper
One cigarette is one too many: evaluating a light smoker-targeted media campaign John P Jasek, Michael Johns, Ijeoma Mbamalu, Kari Auer, Elizabeth A Kilgore, Susan M Kansagra New York City Department of Health and Mental Hygiene, Bureau of Chronic Disease Prevention and Tobacco Control, Long Island City, New York, USA Correspondence to John P Jasek, New York City Department of Health & Mental Hygiene, Bureau of Chronic Disease Prevention & Tobacco Control, 42-09 28th St., 9th Floor, CN-18, Long Island City, NY 11101, USA; [email protected] Received 16 September 2013 Accepted 1 February 2014 Published Online First 7 March 2014
ABSTRACT Background Light smokers represent an increasing share of adult smokers in various parts of the world including New York City (NYC). Since 2007, the NYC Department of Health and Mental Hygiene has aired hard-hitting antitobacco media campaigns paired with time-limited nicotine replacement therapy (NRT) giveaways. We evaluated an original antitobacco media campaign, developed to increase awareness of smoking risks and encourage cessation service use among light smokers in NYC. Methods We compared cessation service request volume during the campaign to historical periods without ads targeting light smokers. We used a cross-sectional online panel survey to assess the ad’s perceived effectiveness and its impact on learning something new, quit intentions and concern for smoking-related health risks among non-daily, light daily and heavy daily smokers. Results The proportion of light smokers among smokers requesting cessation services increased 50% (from 13% to 20%) relative to previous time-limited NRT giveaways. Compared to heavy daily smokers, non-daily (aOR: 1.95, p
Research paper
One cigarette is one too many: evaluating a light smoker-targeted media campaign John P Jasek, Michael Johns, Ijeoma Mbamalu, Kari Auer, Elizabeth A Kilgore, Susan M Kansagra New York City Department of Health and Mental Hygiene, Bureau of Chronic Disease Prevention and Tobacco Control, Long Island City, New York, USA Correspondence to John P Jasek, New York City Department of Health & Mental Hygiene, Bureau of Chronic Disease Prevention & Tobacco Control, 42-09 28th St., 9th Floor, CN-18, Long Island City, NY 11101, USA; [email protected] Received 16 September 2013 Accepted 1 February 2014 Published Online First 7 March 2014
ABSTRACT Background Light smokers represent an increasing share of adult smokers in various parts of the world including New York City (NYC). Since 2007, the NYC Department of Health and Mental Hygiene has aired hard-hitting antitobacco media campaigns paired with time-limited nicotine replacement therapy (NRT) giveaways. We evaluated an original antitobacco media campaign, developed to increase awareness of smoking risks and encourage cessation service use among light smokers in NYC. Methods We compared cessation service request volume during the campaign to historical periods without ads targeting light smokers. We used a cross-sectional online panel survey to assess the ad’s perceived effectiveness and its impact on learning something new, quit intentions and concern for smoking-related health risks among non-daily, light daily and heavy daily smokers. Results The proportion of light smokers among smokers requesting cessation services increased 50% (from 13% to 20%) relative to previous time-limited NRT giveaways. Compared to heavy daily smokers, non-daily (aOR: 1.95, p
