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

43 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 - 2011 Feb 1

All Science Journal Classification (ASJC) codes

  • Public Health, Environmental and Occupational Health

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    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