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Long-term effectiveness of mass media led antismoking campaigns in Australia

Author

Listed:
  • Pierce, J.P.
  • Macaskill, P.
  • Hill, D.

Abstract

A community antismoking campaign began in Sydney, Australia in 1983, and in Melbourne in 1984. These campaigns purchased prime-time television advertising spots to set the community agenda. An intense effort was made to ensure that antismoking activities were maximized at the school, organizational, and community level. Smoking prevalences in both cities from 1981 were fitted with a statistical model to identify any underlying trend, to assess any immediate impact, and to assess the longer term effect of continuing to conduct such campaigns, i.e. to identify any change in the underlying trend. During the years before the antismoking campaigns, there was no observable trend in smoking prevalence in either city. At the beginning of the campaigns, there was an immediate drop of more than two percentage points in male and female smoking prevalence in both cities. Thereafter, a decline of about 1.5 percentage points per year was observed among males. No post campaign trend was observed in smoking prevalence for women in either city. These data support conducting coordinated community campaigns to reduce current smoking prevalence.

Suggested Citation

  • Pierce, J.P. & Macaskill, P. & Hill, D., 1990. "Long-term effectiveness of mass media led antismoking campaigns in Australia," American Journal of Public Health, American Public Health Association, vol. 80(5), pages 565-569.
    • Handle: RePEc:aph:ajpbhl:1990:80:5:565-569_4
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    Cited by:

    1. Eftichios Sartzetakis & Anastasios Xepapadeas & Emmanuel Petrakis, 2012. "The Role of Information Provision as a Policy Instrument to Supplement Environmental Taxes," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 52(3), pages 347-368, July.
    2. Henry Saffer & Frank Chaloupka, 1999. "Tobacco Advertising: Economic Theory and International Evidence," NBER Working Papers 6958, National Bureau of Economic Research, Inc.
    3. Wakefield, Melanie A PhD & Chaloupka, Frank J. PhD, 1999. "Effectiveness of Comprehensive Tobacco Control Programs in Reducing Teenage Smoking: A Review," University of California at San Francisco, Center for Tobacco Control Research and Education qt46n6b9mv, Center for Tobacco Control Research and Education, UC San Francisco.
    4. Songjune Kim & Barry J. Seldon, 2004. "The Demand for Cigarettes in the Republic of Korea and Implications for Government Policy to Lower Cigarette Consumption," Contemporary Economic Policy, Western Economic Association International, vol. 22(2), pages 299-308, April.

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