Evaluation of the Impact of a Regional Educational Advertising Campaign on Harm Perceptions of E-Cigarettes, Prevalence of E-Cigarette Use, and Quit Attempts Among Smokers.

ABSTRACT:

Introduction

We evaluated how effective an advertising campaign that was piloted by Cancer Research UK in January/February 2018 was at promoting quit attempts by increasing awareness of the relative harms of e-cigarettes compared with smoking.

Methods

Adults (≥16 years, n = 2217) living in Greater Manchester (campaign region), Yorkshire & Humber and the North East of England (control regions) completed cross-sectional surveys immediately before and after the campaign period. Surveys measured socio-demographics, perceptions and use of e-cigarettes, and motivation and attempts to quit smoking. We tested interactions between time (pre, post) and region (campaign, control).

Results

36.7% (95% CI 33.0%-40.6%) of those in the intervention region recognized the campaign. In

SUBMITTER: Tattan-Birch H 

PROVIDER: S-EPMC7291809 | biostudies-literature | 2020 Jun

REPOSITORIES: biostudies-literature