Working for a tobacco-free Scotland
Links to some research and evidence which supports the rationale for
the WHO FCTC Six Strands of Tobacco Control measures.
Strand 2
Media / Education Campaigns
Large sustained public information campaigns are an important way of changing the attitudes,
beliefs and norms of society. The WHO FCTC requires Parties to adopt legislative, executive,
administrative and other measures that promote public awareness and access to information on
the addictiveness of tobacco, the health risks of tobacco use and exposure to smoke, the
benefits of cessation and the actions of the tobacco industry.
Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study.
Hyland, A., Wakefield, M., Higbee, C., Szczypka, G., Cummings, K.M
Health Education Research June 2006, 21 (3): 348-354.
The objective of this study was to assess the relationship between exposure to state-sponsored
anti-tobacco advertising and smoking cessation.
The strategy behind Florida’s “truth” campaign.
J Hicks. Tobacco Control 2001; 10: 3-5
This article explains how the campaign was developed using young people for inspiration and
guidance.
The Florida “truth” anti-tobacco media evaluation: design, first year results, and implications for
planning future state media evaluations.
DF Sly, GR Heald, S Ray. Tobacco Control 2001; 10: 9-15
This article presents selected findings from the evaluation of a state counter-advertising, antitobacco media campaign and the appropriateness of the design for states developing media
evaluations.
Can media advocacy influence newspaper coverage of tobacco: measuring the effectiveness of
the American stop smoking intervention study’s (ASSIST) media advocacy strategies.
Wakefield, M., Freeman, J., Donovan, R. Tobacco Control 2001; 10: 137-144.
This study compared the rate and slant of local tobacco control print media coverage in ASSIST
states as compared with non-ASSIST states.
Adult’s Response to Massachusetts anti-tobacco television advertisements: impact of viewer and
advertisements characteristics.
Biener, L., McCallum-Keeler, G., Nyman, A. L. Tobacco Control, May 2000; 9: 401-407.
This study assessed adult’s reaction to the Massachusetts television anti-tobacco campaign by
demographics, baseline tobacco control attitudes changes in smoking status during the
campaign and the affective qualities of the campaign.
Working for a tobacco-free Scotland
1
7th April 2010
Action on Smoking & Health (Scotland) (ASH Scotland) is a registered Scottish charity (SC 010412) and a company
limited by guarantee (Scottish company no 141711).
Mass Media Anti-smoking Campaigns: A Powerful Tool for Health Promotion.
M Seigal Annals of Internal Medicine. July 1998; 129 (2): 128-132
This article looks at the powerful effect mass media can have on behaviour and how this has
been utilised in the USA to reduce smoking prevalence despite the efforts of the tobacco industry
to hinder the campaigns. The article highlights how aggressive campaigns attacking the tobacco
industry and challenging social norms have been the most successful.
A mass media programme to prevent smoking among adolescents: costs and cost effectiveness.
Secker – Walker, R.H., Worden, J.K., Holland, R.r>, Flynn, B.S., Detsky, A.S Tobacco Control.
1997, 6: 207-212
This article examines cost and cost effectiveness of a four-year mass media programme
previously shown to prevent the onset of smoking amongst adolescents.
Social marketing: strategies for changing public behaviour
P Kotler, EL Roberto London: Collier Macmillan, 1989
Subject Headings: Social change, Advertising Campaigns, Planning, Marketing
Produced by Ash Scotland’s Local Alliances Project December 2006 updated 7th April 2010
All websites and links were checked on 7th April 2010
Working for a tobacco-free Scotland
2
7th April 2010
Action on Smoking & Health (Scotland) (ASH Scotland) is a registered Scottish charity (SC 010412) and a company
limited by guarantee (Scottish company no 141711).