Campaigns which researched and developed their message to reach their target audience had a higher success rate than those which did not. Overall, effective campaigns lasted longer with a minimum of three consecutive years, and were also more intense than less successful ones for both school based lessons (minimum eight lessons per grade) and media spots (minimum 4 weeks' duration across multiple media channels with between 167 and 350 TV and radio spots). The timing and type of broadcast made a difference to their success, with older youths in one study preferring radio to television. Implementation of combined school based curriculum/components (i.e. school posters) and the use of repetitive media messages delivered via multiple channels (i.e. newspapers, radio, television) over a minimum period of three years contributed to successful campaigns. Changes in attitudes, knowledge or intention to smoke did not generally seem to affect the long-term success of the campaigns.
Can mass media campaigns (television, radio, newspapers, billboards and booklets) deter young people from starting to smoke
10 August 2011
This record should be cited as:
Brinn MP, Carson KV, Esterman AJ, Chang AB, Smith BJ. Mass media interventions for preventing smoking in young people. Cochrane Database of Systematic Reviews 2010, Issue 11. Art. No.: CD001006. DOI: 10.1002/14651858.CD001006.pub2
Assessed as up to date:
3 August 2010
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