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

James F. Thrasher, Liling Huang, Rosaura Pérez-Hernández, Jeff Niederdeppe, Edna Arillo-Santillán, Jorge Alday

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

Objectives. 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 smokefree norms.

Original languageEnglish
Pages (from-to)328-335
Number of pages8
JournalAmerican Journal of Public Health
Volume101
Issue number2
DOIs
Publication statusPublished - Feb 1 2011
Externally publishedYes

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Social Marketing
Mexico
Smoke
Arsenic
Ammonia
Tobacco Products
Population

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

Cite this

Thrasher, J. F., Huang, L., Pérez-Hernández, R., Niederdeppe, J., Arillo-Santillán, E., & Alday, J. (2011). Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law. American Journal of Public Health, 101(2), 328-335. https://doi.org/10.2105/AJPH.2009.189704

Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law. / Thrasher, James F.; Huang, Liling; Pérez-Hernández, Rosaura; Niederdeppe, Jeff; Arillo-Santillán, Edna; Alday, Jorge.

In: American Journal of Public Health, Vol. 101, No. 2, 01.02.2011, p. 328-335.

Research output: Contribution to journalArticle

Thrasher, JF, Huang, L, Pérez-Hernández, R, Niederdeppe, J, Arillo-Santillán, E & Alday, J 2011, 'Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law', American Journal of Public Health, vol. 101, no. 2, pp. 328-335. https://doi.org/10.2105/AJPH.2009.189704
Thrasher, James F. ; Huang, Liling ; Pérez-Hernández, Rosaura ; Niederdeppe, Jeff ; Arillo-Santillán, Edna ; Alday, Jorge. / Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law. In: American Journal of Public Health. 2011 ; Vol. 101, No. 2. pp. 328-335.
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