The reach and effectiveness of a national mass media-led smoking cessation campaign in the Netherlands

Objectives. This study examined the reach, effectiveness, and cost- effectiveness of a mass media-led smoking cessation campaign including television shows, a television clinic, a quit line, local group programs, and a comprehensive publicity campaign. Methods. A random sample of baseline smokers (n=1338) was interviewed before and after the campaign and at a 10- month follow-up. A non-pretested control group (n=508) of baseline smokers was incorporated to control for test effects. Results. Most smokers were aware of the campaign, although active participation rates were low. Dose- response relations between exposure and quitting were found. The follow-up point prevalence abstinence rate attributable to the campaign was estimated to be 4.5% after control for test effects and secular trends. The cost per long-term quitter was about $12. Conclusions. In spite of a massive rise in tobacco promotion expenditures prior to the campaign and the absence of governmental control over the media, the campaign under study may have increased normal cessation rates substantially.