TABLE 2.
Percentage of Self-Reported Exposure to Secondhand Smoke Campaigns in General and to Porque Todos Respiramos lo Mismo (PTRM), by Channel and Overall Exposure: Mexico City, 2008
| PTRM Exposure |
||||
| Channel and Campaign Exposure | No Exposure, % | Exposure, % | Total, % | Odds of Exposure to PTRM, OR (95% CI) |
| TV exposure to any secondhand smoke campaign | ||||
| Baseline, no exposure | 62.7 | 14.2 | 76.9 | |
| Baseline, exposure | 17.8 | 5.3 | 23.1 | 1.31 (0.64, 2.66) |
| Follow-up, no exposure | 53.8 | 9.3 | 63.1 | |
| Follow-up, exposure | 26.7 | 10.2 | 36.9 | 2.22* (1.21, 4.07) |
| Total exposure to PTRM TV ad | 80.5 | 19.5 | 100.0 | |
| Radio exposure to any secondhand smoke campaign | ||||
| Baseline, no exposure | 35.7 | 46.0 | 81.8 | |
| Baseline, exposure | 6.7 | 11.5 | 18.2 | 1.33 (0.67, 2.65) |
| Follow-up, no exposure | 36.7 | 30.2 | 66.9 | |
| Follow-up, exposure | 5.7 | 27.4 | 33.1 | 5.82*** (3.17, 10.68) |
| Total exposure to either PTRM radio ad | 42.4 | 57.6 | 100.0 | |
| Newspaper or billboard exposure to any secondhand smoke campaign | ||||
| Baseline, no exposure | 47.5 | 23.6 | 71.1 | |
| Baseline, exposure | 19.5 | 9.5 | 28.9 | 0.98 (0.53, 1.81) |
| Follow-up, no exposure | 42.5 | 14.9 | 57.4 | |
| Follow-up, exposure | 24.4 | 18.2 | 42.6 | 2.12** (1.29, 3.50) |
| Total exposure to either PTRM print ad | 67.0 | 33.0 | 100.0 | |
| Exposure to any secondhand smoke campaign | ||||
| Baseline, no exposure | 22.2 | 46.7 | 68.8 | |
| Baseline, exposure | 9.0 | 22.2 | 31.2 | 1.18 (0.68, 2.04) |
| Follow-up, no exposure | 22.3 | 26.7 | 49.0 | |
| Follow-up, exposure | 8.9 | 42.2 | 51.0 | 3.96*** (2.35, 6.67) |
| Total exposure to any PTRM material | 31.1 | 68.9 | 100.0 | |
Note. CI = confidence interval; OR = odds ratio. The PTRM (“because we all breathe the same air”) campaign referred to toxic cigarette smoke components and underscored the right to breathe smoke-free air and enjoy the health benefits of doing so. Visual executions involved people enjoying a gust of fresh air that they surprisingly encounter inside enclosed places, not outside. This concept was reinforced by the phrase Disfrutemos del aire fresco en lugares cerrados sin humo de tobaco (“Let's enjoy fresh air in enclosed places, without tobacco smoke”). For channels with PTRM in more than one specific material (i.e., radio, print), self-report of exposure to either material was analyzed. Similarly, self-report of exposure to any secondhand smoke campaigns through either billboards or newspapers was collapsed and treated as a single variable, because PTRM print materials were disseminated through both channels.
*P < .05; **P < .01; ***P < .001.