Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law.

Authors Thrasher JF, Huang L, Pérez-Hernández R, Niederdeppe J, Arillo-Santillán E, Alday J.
Date  Feb 2011
Research Category  Smoke free
Country  Mexico
Abstract  We aimed to assess the level of awareness and impact of a social marketing campaign to promote Mexico City’s 2008 comprehensive smoke-free law.

METHODS: Four months after the smoke-free law was implemented but before the campaign launch, we collected data from a population-based, random sample of 961 inhabitants of Mexico City. We analyzed data from 786 respondents who completed follow-up at the end of the campaign to determine campaign exposure and the association between campaign exposure and changes in campaign-targeted knowledge and attitudes.

RESULTS: Recall of any of the 5 campaign materials was 69%, with a uniform distribution of exposure to 1, 2, and 3 or more campaign materials (25%, 25%, and 19%, respectively). Exposure to a greater number of campaign materials was associated in a monotonic relation with campaign-targeted knowledge of ammonia and arsenic in cigarette smoke. In models assessing support for, perceived benefits of, and perceived right to smoke-free places, campaign exposure accounted for a positive change in half of the indicators within each of these domains.

CONCLUSIONS: Social marketing campaigns can reinforce knowledge and attitudes that favor smoke-free laws, thereby helping to establish smoke-free norms.

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Posted on February 3, 2011, in Mexico, Recent peer reviewed papers, Research, Smokefree - Research, Thrasher, James - Papers. Bookmark the permalink. Comments Off on Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law..

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