Table 2.
Campaign exposure and cessation outcomes
| Cross-sectional | Recontact (n=808) | |||
|---|---|---|---|---|
| Baseline (n=473) M (SD) | Campaign (n=2567) M (SD) | Campaign Time 1 M (SD) | Campaign Time 2 M (SD) | |
| Campaign activity (median weekly TRPsa) | 0 TRPs | 125 TRPs | 215 TRPs | – |
| Aided campaign recall (exposures per week) | 0.56 (1.44) | 4.00 (4.27) | 3.82 (4.18) | – |
|
| ||||
| Intentions (1–4-point scale) | ||||
| intend to use help | 2.99 (1.01) | 3.04 (1.01) | 2.96 (1.04) | 2.95 (1.03) |
| intend to seek advice from MDb | 2.63 (1.06) | 2.60 (1.08) | 2.54 (1.09) | 2.50 (1.14) |
| intend to seek advice from non-MDc | 2.57 (0.99) | 2.65 (1.02) | 2.55 (1.03) | 2.56 (1.03) |
| intend to call the quitline | 2.23 (0.96) | 2.28 (1.02) | 2.18 (1.01) | 2.20 (1.00) |
| intend to go to the website | 2.30 (1.01) | 2.30 (1.04) | 2.18 (1.02) | 2.19 (1.05) |
| intend to go to a quit program | 1.97 (0.87) | 1.98 (0.94) | 1.91 (0.94) | 1.89 (0.90) |
| intend to use medications | 2.34 (1.04) | 2.44 (1.08) | 2.38 (1.09) | 2.37 (1.10) |
| intend to use NRTsd | 2.13 (1.00) | 2.22 (1.06) | 2.17 (1.07) | 2.12 (1.10) |
| intend to use pills | 1.85 (0.99) | 1.90 (1.02) | 1.87 (1.01) | 1.84 (1.00) |
| intend to quit | 2.66 (0.94) | 2.63 (0.98) | 2.58 (0.98) | 2.69 (0.99) |
| intend to reduce cigarettes | 3.15 (0.89) | 3.14 (0.90) | 3.18 (0.91) | 3.15 (0.90) |
|
| ||||
| Behaviors (0/1) | Last 1 month (%) | Last 3 months (%) | ||
| used help | 11.5 | 13.0 | 33.6 | 30.5 |
| sought advice from MDb | 7.8 | 9.9 | 25.9 | 23.0 |
| sought advice from non-MDc | 2.4 | 1.4 | 4.9 | 6.9 |
| called the quitline | 1.8 | 0.9 | 2.5 | 3.3 |
| went to the website | 0.4 | 0.2 | 1.3 | 2.6 |
| went to a quit program | 0.6 | 0.6 | 1.8 | 1.9 |
| used medications | 4.2 | 4.4 | 11.0 | 11.1 |
| used NRTsd | 2.5 | 3.1 | 8.3 | 8.2 |
| used pills | 2.0 | 1.5 | 3.8 | 3.2 |
| quit attempt | 19.0 | 19.5 | 36.6 | 37.7 |
| reduced cigarettes | 34.4 | 36.1 | 54.2 | 60.7 |
All data are weighted and limited to the analysis sample, which does not include 30-day quitters at Time 1 or those missing on confounders.
Intentions were not asked of 30-day quitters at Time 2, so the recontact sample size for intentions is 734.
a
TRPs are a standard estimate of how many people were potentially in the target audience (for this campaign, adults aged 25–54 years) for purchased advertising.
b
MD refers to the participant’s doctor or another health care provider.
c
Non-MD refers to the quitline: 1-800-QUIT-NOW, the website: SmokeFreePhilly.org, or a quit smoking program.
d
NRTs such as the patch.
NRTs, nicotine-replacement therapies; TRPs, targeted rating points