Table 3.

Randomised media higher-dose results among non-smokers, 2013 Tips evaluation

Non-smoker outcome variables	Descriptive statistics			Multivariate models^*
Non-smoker outcome variables	Standard-dose markets	Higher-dose markets	p Value^†	Higher-dose adjusted OR	p Value^†
Ad exposure
Awareness of any Tips ad on TV	73.9^‡	83.9	<0.001	1.79	<0.001
Frequency of exposure to Tips ads^§	4.46	7.28	<0.001	2.61^¶	<0.001
Non-smokers’ communication with others
Talked to friends/family about dangers of smoking	35.7	43.1	0.005	1.26	0.029
Encouraged friend/family who smoke to quit	40.0	45.5	0.033	1.14	0.135
Recommended friend/family who smoke to use cessation resources	3.4	4.1	0.271	1.07	0.411
Disease knowledge (campaign related)
Heart disease	86.8	91.0	0.017	1.65	0.012
Stroke	80.4	84.6	0.029	1.34	0.052
Hole in throat (stoma or tracheotomy)	85.5	92.0	<0.001	2.19	<0.001
Buerger’s disease	33.8	37.3	0.127	1.20	0.088
Amputations	45.6	57.6	<0.001	1.67	<0.001
Asthma	84.7	89.7	0.004	1.59	0.002
COPD or chronic bronchitis	88.9	95.4	<0.001	2.48	<0.001
Worsening of diabetic complications	92.1	94.9	0.034	1.70	0.134
Disease knowledge (unrelated to campaign)
Lung cancer	95.5	98.1	0.004	2.64	0.002
Cancer of mouth or throat	93.6	97.2	<0.001	2.65	<0.001
Diabetes	31.2	33.8	0.185	1.15	0.157
Emphysema	91.1	93.9	0.069	1.65	0.046
Gallstones (control item)	23.2	22.5	0.596	0.98	0.547

Multivariate models control for media market population size, median income in media market, media market smoking prevalence and other smoker in household. Survey weights control for differences in age, gender, race/ethnicity and educational attainment across randomised markets.

^†

p Values are calculated as one-tailed, p<0.05.

^‡

Statistically significant differences are indicated in boldface type.

^§

Frequency is expressed as an integer.

^¶

Ordinary least squares β coefficient.

COPD, chronic obstructive pulmonary disease; Tips, Tips From Former Smokers; TV, television.