(I) 8 30-second radio messages focused on 7 expected consequences of smoking broadcasted over 3 1-month periods; (C) no mass media campaign*, 951 total nonsmokers at baseline
Ever puffed a cigarette
Among nonsmokers at baseline, differences relative to comparison group at 11–17 months after broadcasts ended (i) Smoking experimentation: 1% (P = NS) (ii) Regular smoking: 2% (P = NS) (iii) Recent smoking: 1% (P = NS)
Youths, junior and senior high school students; mean age = 14.6; 50% male
(I) 1500 GRPs (broadcast TV); 78,000 print and promotional items distributed in schools; 4 theater slides were run over 1 month at 2 movie theaters; 1 billboard design appeared in 4 locations for 1 month, 299; (C) control, 314
Having tried cigarette smoking
12-month follow-up smoking prevalence: (I) 10% (C) 17% Relative measure: 41% lower rate of initiation in intervention group ()
(I) Spanish-language TV campaign with 1387.4 GRPs for 1 month, radio ads, and 1900 30-second spots on movie screens, 117 (C) non-Spanish speaking population, 193
6-month abstinence
Quit rate prior to campaign (I) 9.6% (C) 16.5% Quit rate post campaign (I) 18.8%; (C) 8.8%;
(I) 3 annual campaigns of 1 TV and cinema ad 167 times, 3 full-page ads in 5 newspapers, 1 poster in each location run for 3 weeks, 1061; (C) control county, 1288
(I) 3 annual campaigns of 1 TV and cinema ad 167 times, 3 full-page ads in 5 newspapers, 1 poster in each location run for 3 weeks, 2742; (C) control county, 3438
Flynn et al., 1995 [149] Worden et al., 1996 [150] Flynn et al., 1992 [151] Flynn et al., 1994 [152] Worden and Flynn, 2002 [153] Flynn et al., 1997 [73]
US (original data)
Longitudinal study
1985–1991
Youths, grades 4–6; mean age: 10.6 years, 48–54% male
(I) 540 TV and 350 radio broadcasts per year for 4 years plus school intervention; (C) school intervention
(I) media and community program; media programs involved TV, radio, billboard, and print; $0.50 per capita in low-intensity group; $1.00 per capita in high-intensity group, 3618
Tobacco use in past 30 days
Percent change in prevalence at 8.5 months (among groups with no community program): High intensity: −20.8% Low intensity: −45.3% Comparison: −28.3%
(I) 24-month TV campaign with 3867–20367 GRPs (cumulative exposure over 2-year period for the lowest and highest quintiles of exposure)
Any smoking in past 30 days
Percentage annual change in prevalence at 0–2 years prior to intervention: Total: −3.2% (−3.8, −2.6) 8th: −3.4% (−4.6, −2.1) 10th: −4.6% (−5.6, −3.6) 12th: −1.8% (−2.7, −1.0) Percentage annual change in prevalence at 0–2 years after intervention: Total: −6.8% (−7.5, −6.1) 8th: −9.0% (−10.4, −7.6) 10th: −8.7% (−9.8, −7.5) 12th: −5.1% (−6.1, −3.9)
*Additionally, there were 2 other intervention groups that included sweepstakes. Since sweepstakes are not a focus of this paper, they are not included here. †This was part of a cardiovascular disease prevention campaign. ‡This was part of a coronary risk factor campaign. C: control group; CI: confidence interval; COMMIT: Community Intervention Trial for Smoking Cessation; GRPs: gross rating points; HR: hazard ratio; I: intervention group; MTF: Monitoring the Future: a Continuing Study of American Youth; NLSY97: National Longitudinal Survey of Youth 1997; NR: not reported; NS: not significant; OR: odds ratio; RCT: randomized controlled trial; RR: relative risk; TV: television; US: United States.