Reducing Tobacco Use Initiation: Mass Media Campaigns When Combined with Other Interventions

Mass media campaigns intended to reduce tobacco initiation use brief, recurring messages to inform and motivate individuals to remain tobacco free. Message content is developed through formative research, and messages may be delivered through paid broadcast time and print space, donated time and space (as public service announcements), or a combination of both. Mass media campaigns can be combined with other interventions.

Summary of Task Force Recommendations & Findings

The Community Preventive Services Task Force recommends mass media campaigns based on strong evidence of their effectiveness in reducing tobacco use among adolescents when implemented in combination with tobacco price increases, school-based education, and other community education programs.

Task Force Finding

Results from the Systematic Reviews

Twelve studies qualified for the review of this intervention.

• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.
• In follow-up periods that ranged from 2 to 5 years, self-reported tobacco use was a median 2.4 percentage points lower in groups exposed to a mass media campaign (range: 0.02% to -9.5%; 5 studies).
• All seven studies of mass media campaigns that ran for 2 or more years indicated that they reduced tobacco use.
• Nine studies evaluated interventions focused on youth; three evaluated campaigns that included youth-targeted messages within a larger anti-tobacco campaign.
• In all but one study, the mass media campaign occurred in coordination or concurrently with other interventions including contests, school-based education programs, community education programs, or excise tax increases on tobacco products.
• Studies were conducted in the United States, Norway and Finland, and interventions included statewide and regional campaigns.

These findings were based on a systematic review of all available studies, conducted on behalf of the Task Force by a team of specialists in systematic review methods, and in research, practice and policy related to tobacco use.

Supporting Materials

• Research gaps
• Included studies

Publications

Task Force on Community Preventive Services. Tobacco. [PDF - 3.63KB] In : Zaza S, Briss PA, Harris KW, eds. The Guide to Community Preventive Services: What Works to Promote Health? Atlanta (GA): Oxford University Press;2005:3-79.

More Community Guide publications about Tobacco Use

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Sample Citation

The content of publications of the Guide to Community Preventive Services is in the public domain. Citation as to source, however, is appreciated. Sample citation: Guide to Community Preventive Services. Reducing tobacco use initiation: mass media campaigns when combined with other interventions. www.thecommunityguide.org/tobacco/initiation/massmediaeducation.html. Last updated: MM/DD/YYYY.

Review completed: October 1999