Sarah Durkin|Lois Biener|Melanie Wakefield
Effects of Different Types of Antismoking Ads on Reducing Disparities in Smoking Cessation Among Socioeconomic Subgroups
Cancer Council Victoria|Cancer Council Victoria|Cancer Council Victoria
objectives assessed types mass media messages might reduce disparities smoking prevalence among disadvantaged population subgroups methods followed 1491 adult smokers 24 months related quitting status followup exposure antismoking ads 2 years prior baseline assessment results average smokers exposed 200 antismoking ads 2year period estimated televised gross ratings points grps odds quit followup increased 11 10 additional potential ad exposures per 1000 points odds ratio 111 95 confidence interval ci 100 123 p lt 05 greater exposure ads contained highly emotional elements personal stories drove effect 114 95 ci 102 129 p lt 05 greater among respondents low midsocioeconomic status among highsocioeconomic status groups conclusions emotionally evocative ads ads contain personalized stories effects smoking quitting hold promise efforts promote smoking cessation reduce socioeconomic disparities smoking