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

研究成果: 雜誌貢獻文章同行評審

51 引文 斯高帕斯(Scopus)


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.
頁(從 - 到)328-335
期刊American Journal of Public Health
出版狀態已發佈 - 2月 1 2011

ASJC Scopus subject areas

  • 公共衛生、環境和職業健康


深入研究「Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law」主題。共同形成了獨特的指紋。