Aversion Therapy ebooksclub.org Tobacco or Health Physiological and Social Damages Caused by Tobacco Smoking Second Edition
10.8 Mass Media Communication Strategies
Overthepast10–15years,severalattemptshavebeenmadeviathemassmediatoinlu- encesmokingbehaviouramongthewiderpopulation.Thefollowingmediaformatshave beenutilisedforthispurpose:television,cinema,radiobroadcasts,printmediaofalltypes, posters,personaldiscussions,smokerhelplinesandevenpersonaldirectmailings.These campaignscommunicatedfactualinformationortheytooktheformofappeals;theyalso employedacounter-advertisingstrategy,tantamounttoacondemnationofthetobacco industry’smarketingstrategies.Whenassessingtheusefulnessofsuchmethods,ofcourse, thedecisivepointistheachievementofsmokingcessationoratleastadeinitereduction insmokingoveraperiodofseveralmonths³6months. Incitinganumberofsuchcampaignsfromthepast,attentionherewillfocusprimarily onAustraliaandtheUK [78] : • “Everycigaretteisdoingyoudamage”Australia.Thiscampaigngainedinternational recognitionbecauseitusedhard-hittingTVadverts,inconjunctionwithradiobroad- casts,billboardsandfull-pagemagazineadverts,todepicttheadverseconsequencesof tobaccoconsumption [79] .Theinitiallypositiveresultswereseenmostclearlyamong adolescents14–17-yearsold,eventhoughthisgroupwasnotpartoftheintended targetaudience;nevertheless,67ofthemweremotivatedtoquitsmoking.Themean nationalsmokerprevalencewasloweredby1.7from23.5to21.8.Thecampaign wasrunagaininSingaporewithslightmodifications [80] . • TheJohnCleeseCampaignfeaturedthiscelebritycomicactortostimulatetheinterestof smokersbetweentheagesof25and44years;itsoughttopromotesmokingcessationby presentingseriousmessagese.g.“Smokingcankill,”“Smokingharmsyourchildren,” “Smokingisnottheonlywaytoenjoyyourself ”inahumorousway.Thecampaignwas supportedbyatelephonehelpline.Followingthecampaign,smokingprevalencefellby 1.2from28.0to26.8overa3-yearperiod1992–1995 [78,81,82] . • Thetargetgroupforthe“BreakFreeCampaign”wassmokerswhowerealreadyseri- ouslyconsideringquittingsmoking.The“Youcanbefree”sloganwasshownonTV andposters.This2-yearcampaignhadminimalsuccess,relectedinthefactthatahigh proportion of the key target audience no longer recalled the adverts and only 49 believedtheycouldbemotivatedtoquitsmokingbythesecampaigns [78,82] . • The“QuitforLife”campaignusedTVandradioadvertstodelivermessagesdesigned toencouragesmokingcessation,primarilywithpracticaltipsonquitting.Despiteposi- tivepre-testing,theTVadvertswerenotsuficientlypowerfultostimulatesmokersinto takingaction,whereastheradioadvertswerereceivedmorefavourably [78,82] . • Running from 1997–1999, the “Testimonials” campaign used older smokers to tell younger smokers about their tobacco-related illnesses in the hope that for younger smokersthefutureconsequencesofsmokingwouldbebroughtintoamoreimmediate time frame. Special TV adverts also drew the attention of female smokers to these problems.Surveysrevealedthat72ofwomenagreedthattheadvertswereaimedat peoplelikethemand67statedthattheadvertsmadethemrealisethepossiblehealth risksofsmoking.Theadvertswereineffectiveamongyounger16–24-yearoldfemale smokers [78,82] . AsshownbydatafromthevariouscampaignsTable 10.3 ,the“JohnCleeseCampaign” producedthemostsustainedeffect92recognition.Oneyearafterthecampaignended, 90ofthosesurveyedcouldstillrememberit. Smoking cessation programmes using a range of mass media were initiated almost simultaneously in Holland “Quit smoking together” and in the USA Bellingham, Washington: “Broadcast cessation clinics” [83, 84] ; these showed initial successes in termsofsmokingcessation,withthecombinationofTVandradioprovingtobebeneicial andhavingalastingeffect [84] . Populationsurveysindicatethatthecombineduseofvariousmassmediacomponents TV, radio, billboards, print media, as in the California Tobacco Control Program, is Question Campaign “Cleese” 1992–1995 “Break” 1995–1996 “Quit” 1996–1997 “Testimonial” 1997–1999 Promptedawarenessofthe campaign 92 54 63 66 “Fedupwithseeingthe adverts” 20–22 16 – – “Encouragedmetothink aboutgivingup” – 50 44 57–60 “Moreconidencetogiveup” 35 42 49 41 “Mademefeelguiltyabout smoking” 42–43 38 38 49–55 “Unfairtosmokers” 20–24 19 23 20–21 Costin£millions 3,183 2,326 2,484 4,886 Table 10.3 ResultsreportedfromfourUKanti-smokingcampaignsandtheirassociatedmediacost [79–82] –Questionnotasked;StatisticsfromvarioussurveysParts
» Tobacco Plants and Their Origin Use of Tobacco for Religious Purposes
» The Appropriation of Tobacco by Europeans
» Development of the Cigarette
» Objections to Smoking on Health Grounds
» Women Won Over by the Cigarette
» The Medical Use of Tobacco in the Nineteenth Century
» Tobacco Research in the Twentieth Century
» Tobacco Consumption in the Twentieth Century
» Cigarette Smoking in the USA Since 1965
» Cigarette-Related Mortality in Different Countries
» Smokers and Other Risk Factors
» Smoking Behaviour and Educational Level in the EU
» Non-Disclosure of Findings by the Tobacco Industry
» The Cigarette as a Vehicle for Nicotine Release
» Modifications of Nicotine Release
» Maintaining Nicotine Dependence Nicotine and Dependence
» Marketing of Cigarettes with a “Reduced” Health Risk
» Compensatory Behaviour by Smokers
» Optimising Nicotine Release Nicotine and Dependence
» Importance of Absorption Rate
» Ammonium and pH Manipulation
» Cigarettes with Reduced Tar Yield
» Agonists and Antagonists of the nAChR and its Subtypes
» Effects of Nicotine on Receptors in Different Organs
» Metabolic and Hormonal Effects of Nicotine
» Central Nervous System Effects of Nicotine
» Types of Dependence Nicotine Dependence
» Molecular Biological Aspects of Dependence
» Genetic Aspects Nicotine Dependence
» Withdrawal Symptoms Nicotine Dependence
» Immunological Reactions Caused by Cigarette Smoking
» Association Between Smoking and Lung Cancer
» Tobacco-Specific Carcinogens Genetic Factors That Increase the Risk for Bronchial Carcinoma
» The Cytochrome P450 and GST System and Carcinogenesis
» Peptide Receptors, Genetic Factors That Increase the Risk for Bronchial Carcinoma
» Exogenous Factors and Lung Cancer
» Pathophysiology of COPD Cigarette Smoking and COPD
» Genetic Factors Important Risk Factors for COPD
» Occupational and Environmental Factors
» Caveats Concerning the Informative Value of Studies
» Cigarette Smoking and Bronchial Asthma in Adults
» Bronchial Asthma in Children
» Other Lung Diseases Influenced by Cigarette Smoking
» Coronary Artery Disease and Myocardial Infarction
» Changes in Endothelial Function and Microcirculation
» Microcirculation and O Systemic Vascular Changes
» Arteriosclerotic and Inflammatory Vascular Reactions
» Genetic Factors Blood Coagulation and Fibrinolysis
» Nicotine and Ischaemic Heart Disease
» Cognitive Impairment Central Nervous System
» Influence on Cognitive Performance
» Intellectual Impairment in Childhood
» Smoker Personality Profiles and Genetic Inheritance of Smoking
» Peculiarities of the Smoker’s Personality
» Reasons for Increased Cigarette Consumption
» Comorbidity Between Depression and Smoking
» Extent of Cigarette Consumption
» Effects of Smoking in Forms of Dementia
» Smoking and Parkinson’s Disease
» Diabetic Retinopathy Ocular Diseases
» Graves’ Ophthalmopathy Ocular Diseases
» Macular Degeneration Ocular Diseases
» Ocular Tumours Ocular Diseases
» Retinal Detachment Ocular Diseases
» Lipid and Cholesterol Metabolism
» Insulin Resistance Diabetic Nephropathy
» Oesophageal Cancer Gastrointestinal Tract
» Gastrointestinal Ulcers Gastrointestinal Tract
» Cancers of the Gastrointestinal Tract
» Pancreatic Cancer Gastrointestinal Tract
» Toxic Substances and Inducers
» Kidney Cancer Urinary Tract Diseases
» Bladder Cancer Urinary Tract Diseases
» Prostatic Hyperplasia and Prostatic Cancer
» Fertility Disorders Urinary Tract Diseases
» Vitamin D and Oestrogen Metabolism
» Osteoporosis Disorders of Mineral Metabolism and Bone
» Hip Fractures Disorders of Mineral Metabolism and Bone
» Skin Changes Skin and Mucosa
» Skin Tumours Skin and Mucosa
» Breast Cancer Skin and Mucosa
» Effects of Smoking on the Placenta
» Malformations Possibly Caused by Smoking
» Smoking and Sudden Infant Death Syndrome SIDS
» Effects of Nicotine on the Foetus
» Medical Care Costs Attributable to Smoking During Pregnancy
» ETS in the Workplace and at Home
» Fibrinogen Cholesterol Endothelium and Platelets
» Markers of Inflammation Changes at the Molecular and Cellular Level
» Passive Smoking During and After Pregnancy
» Coronary Heart Disease Cardiovascular Disease
» Stroke and Subarachnoid Haemorrhage
» Respiratory Tract in Children and Teenagers
» Bronchial Carcinoma Respiratory Tract
» Indications and Diagnostic Considerations
» Self-Help Interventions by the Smoker
» Physician Advice for Smoking Cessation
» Group Behaviour Therapy Programmes
» Mass Media Communication Strategies
» E-Learning, Email and Internet for Smoking Cessation
» Evaluation of Nicotine Products
» Nicotine Chewing Gum Nicotine
» Nicotine Sublingual Tablet Nicotine Nasal Spray
» Treatment and Dosage Nicotine
» Nicotine Chewing Gum Adverse Events Associated with NRT
» Nicotine Patch Adverse Events Associated with NRT
» Nicotine Nasal Spray Adverse Events Associated with NRT
» Nicotine Inhaler Adverse Events Associated with NRT
» Nicotine Sublingual Tablet Adverse Events Associated with NRT
» Nicotine Lozenge Adverse Events Associated with NRT
» Drug Interactions During Smoking Cessation
» Contraindications for the Use of Nicotine Products
» Nicotine Formulations as OTC Products
» Contraindications and Drug Interactions
» Tranquillisers and Buspirone Other Pharmacotherapies
» Various Antidepressants Other Pharmacotherapies
» Opioid Antagonists Other Pharmacotherapies
» Silver Acetate Other Pharmacotherapies
» Therapeutic Monitoring in Smoking Cessation
» Ischaemic Heart Disease Special Therapeutic Situations
» Pregnancy Special Therapeutic Situations
» Weight Gain Special Therapeutic Situations
» Alcohol Consumption Special Therapeutic Situations
» Organic Depression Organic Depression and Schizophrenia
» Schizophrenic Patients Organic Depression and Schizophrenia
» Interactions Between Cigarette Smoking and Administration of Psychopharmaceuticals
» Pre-operative Smoking Cessation Special Therapeutic Situations
» Social Influence Inoculation Strategy
» Life Skills Strategy Prevention Programmes for Schools
» Class 2000 Health Promotion Programme
» Trier University Health Programme Long-Term Studies
» Role of Teachers in Primary Prevention
» Prevention by Restricting Sales of Tobacco Products to Minors
» Role of the Mass Media in Sales of Tobacco Products to Adolescents
» Role of Government and Community in Primary Prevention
» Effect of Tobacco Industry Advertising Messages
» Tobacco Advertising and Adolescent Smoking Initiation
» Advertising with “Light” Cigarettes
» Smoking Bans in Public Buildings and Public Spaces
» Tobacco Industry, Governmental and Non-governmental Organisations
» Politicians and Their Attitude to Smoking
» Scientists and the Tobacco Industry
» Governmental Control of Toxic Tobacco Constituents
» Bans on Advertising in Various Countries
» Tobacco Industry: Playing Down the Risks of Smoking and Passive Smoking
» Smoking and Non-smoking: Weighing the Benefits
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