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: Article

43 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Published - 2011 二月 1

All Science Journal Classification (ASJC) codes

  • Public Health, Environmental and Occupational Health

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