Does tobacco-control mass media campaign exposure prevent relapse among recent quitters?

Wakefield, Melanie A., Bowe, Steven J., Durkin, Sarah J., Yong, Hua-Hie, Spittal, Matthew, Simpson, Julie A. and Borland, Ron 2013, Does tobacco-control mass media campaign exposure prevent relapse among recent quitters?, Nicotine & tobacco research, vol. 15, no. 2, pp. 385-392, doi: 10.1093/ntr/nts134.

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Title Does tobacco-control mass media campaign exposure prevent relapse among recent quitters?
Author(s) Wakefield, Melanie A.
Bowe, Steven J.
Durkin, Sarah J.
Yong, Hua-Hie
Spittal, Matthew
Simpson, Julie A.
Borland, Ron
Journal name Nicotine & tobacco research
Volume number 15
Issue number 2
Start page 385
End page 392
Total pages 8
Publisher Oxford Journals
Place of publication London, Eng.
Publication date 2013-02
ISSN 1469-994X
Summary OBJECTIVE: To determine whether greater mass media campaign exposure may assist recent quitters to avoid relapse. METHOD: Using date of data collection and postcode, media market estimates of televised tobacco-control advertising exposure measured by gross ratings points (GRPs) were merged with a replenished cohort study of 443 Australians who had quit in the past year. Participants' demographic and smoking characteristics prior to quitting, and advertising exposure in the period after quitting, were used to predict relapse 1 year later. RESULTS: In multivariate analysis, each increase in exposure of 100 GRPs (i.e., 1 anti-smoking advertisement) in the three-month period after the baseline quit was associated with a 5% increase in the odds of not smoking at follow-up (OR = 1.05, 95% CI 1.02-1.07, p < 0.001). This relationship was linear and unmodified by length of time quit prior to the baseline interview. At the mean value of 1081 GRPs in the 3 months after the baseline-quit interview, the predicted probability of being quit at follow-up was 52%, whereas it was 41% for the minimum (0) and 74% for the maximum (3,541) GRPs. CONCLUSION: Greater exposure to tobacco-control mass media campaigns may reduce the likelihood of relapse among recent quitters.
Language eng
DOI 10.1093/ntr/nts134
Field of Research 111710 Health Counselling
Socio Economic Objective 920414 Substance Abuse
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, The Authors
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Document type: Journal Article
Collection: Faculty of Health
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