Characterising tobacco control mass media campaigns in England

Tessa Langley, Sarah Lewis, Ann McNeill, Anna Gilmore, Lisa Szatkowski, Robert West, Michelle Sims

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

Aims
To characterise publically-funded tobacco control campaigns in England between 2004 and 2010 and to explore whether they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence.

Design
Characterisation of tobacco control advertisements using a theoretically-based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period.


Setting
England.

Measurements
Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type.

Findings
89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head.

Conclusions
A theory-driven approach enabled a systematic characterisation of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilised the most effective strategies - negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations.
Original languageEnglish
Pages (from-to)2001-2008
Number of pages9
JournalAddiction
Volume108
Issue number11
Early online date9 Jul 2013
DOIs
Publication statusPublished - Nov 2013

Fingerprint

Mass Media
England
Tobacco
Smoking
Television
Smoking Cessation

Cite this

Langley, T., Lewis, S., McNeill, A., Gilmore, A., Szatkowski, L., West, R., & Sims, M. (2013). Characterising tobacco control mass media campaigns in England. Addiction, 108(11), 2001-2008. https://doi.org/10.1111/add.12293

Characterising tobacco control mass media campaigns in England. / Langley, Tessa; Lewis, Sarah ; McNeill, Ann; Gilmore, Anna; Szatkowski, Lisa; West, Robert; Sims, Michelle.

In: Addiction, Vol. 108, No. 11, 11.2013, p. 2001-2008.

Research output: Contribution to journalArticle

Langley, T, Lewis, S, McNeill, A, Gilmore, A, Szatkowski, L, West, R & Sims, M 2013, 'Characterising tobacco control mass media campaigns in England', Addiction, vol. 108, no. 11, pp. 2001-2008. https://doi.org/10.1111/add.12293
Langley T, Lewis S, McNeill A, Gilmore A, Szatkowski L, West R et al. Characterising tobacco control mass media campaigns in England. Addiction. 2013 Nov;108(11):2001-2008. https://doi.org/10.1111/add.12293
Langley, Tessa ; Lewis, Sarah ; McNeill, Ann ; Gilmore, Anna ; Szatkowski, Lisa ; West, Robert ; Sims, Michelle. / Characterising tobacco control mass media campaigns in England. In: Addiction. 2013 ; Vol. 108, No. 11. pp. 2001-2008.
@article{f04a027312ea4982be0574dd22f86179,
title = "Characterising tobacco control mass media campaigns in England",
abstract = "AimsTo characterise publically-funded tobacco control campaigns in England between 2004 and 2010 and to explore whether they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. DesignCharacterisation of tobacco control advertisements using a theoretically-based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. SettingEngland. MeasurementsTelevision Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. Findings89{\%} of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72{\%} of advertising, while only 17{\%} featured real-life testimonials. Only 39{\%} of months had at least four exposures to tobacco control campaigns per head. ConclusionsA theory-driven approach enabled a systematic characterisation of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilised the most effective strategies - negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations.",
author = "Tessa Langley and Sarah Lewis and Ann McNeill and Anna Gilmore and Lisa Szatkowski and Robert West and Michelle Sims",
year = "2013",
month = "11",
doi = "10.1111/add.12293",
language = "English",
volume = "108",
pages = "2001--2008",
journal = "Addiction",
issn = "0965-2140",
publisher = "Wiley-Blackwell",
number = "11",

}

TY - JOUR

T1 - Characterising tobacco control mass media campaigns in England

AU - Langley, Tessa

AU - Lewis, Sarah

AU - McNeill, Ann

AU - Gilmore, Anna

AU - Szatkowski, Lisa

AU - West, Robert

AU - Sims, Michelle

PY - 2013/11

Y1 - 2013/11

N2 - AimsTo characterise publically-funded tobacco control campaigns in England between 2004 and 2010 and to explore whether they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. DesignCharacterisation of tobacco control advertisements using a theoretically-based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. SettingEngland. MeasurementsTelevision Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. Findings89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. ConclusionsA theory-driven approach enabled a systematic characterisation of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilised the most effective strategies - negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations.

AB - AimsTo characterise publically-funded tobacco control campaigns in England between 2004 and 2010 and to explore whether they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. DesignCharacterisation of tobacco control advertisements using a theoretically-based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. SettingEngland. MeasurementsTelevision Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. Findings89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. ConclusionsA theory-driven approach enabled a systematic characterisation of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilised the most effective strategies - negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations.

UR - http://www.scopus.com/inward/record.url?scp=84885430603&partnerID=8YFLogxK

UR - http://dx.doi.org/10.1111/add.12293

U2 - 10.1111/add.12293

DO - 10.1111/add.12293

M3 - Article

VL - 108

SP - 2001

EP - 2008

JO - Addiction

JF - Addiction

SN - 0965-2140

IS - 11

ER -