How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England?
Bottom Line: We used UK government-funded televised tobacco control campaigns from April 2005 to April 2010, categorised as either "positive" (eliciting happiness, satisfaction or hope) or "negative" (eliciting fear, guilt or disgust).We adjusted for seasonal trends, inflation-adjusted weighted average cigarette prices and other tobacco control policies.While positive campaigns were most effective at increasing quitline calls, those with negative emotive content were also found to impact on call rates but only at higher levels of exposure.
Affiliation: UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1PB, United Kingdom. Electronic address: firstname.lastname@example.org.Show MeSH
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Mentions: However, when these associations were fitted with smooth terms, our models indicated that the effects of exposure to both positive and negative emotive campaigns deviated significantly from linearity, as indicated by EDFs that were significantly different from 1. As shown in Fig. 2, the plots of the smooth terms (generated using the package ggplot2) indicate a dose–response relationship between GRPs for positive emotive campaigns and monthly call rates which accelerated at higher levels of exposure. An increase in exposure to positive emotive campaigns from 0 to 400 GRPs resulted in a significant increase in calls in the same month (rate ratio: 1.58, 95% CI: 1.25–2.01) while an increase from 0 to 600 GRPs resulted in more than a quadrupling in the rate of calls (rate ratio: 4.57, 95% CI: 3.47–6.02). By contrast, negative campaigns only increased calls once per capita exposure exceeded 400 GRPs. An increase from 0 to 400 GRPs resulted in a non-significant increase of 3.3% (rate ratio: 1.03, 95% CI: 0.94–1.14), while an increase from 0 to 600 GRPs was associated with a 60.4% (rate ratio: 1.60, 95% CI: 1.37–1.88) increase in calls.
Affiliation: UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1PB, United Kingdom. Electronic address: email@example.com.