Real People, Real Stories: A New Mass Media Campaign That Could Help Smokers Quit
Authors: Nancy A. Rigotti, Melanie Wakefield
Journal: Annals of Internal Medicine (2012)

Ideas and Opinions18 December 2012Real People, Real Stories: A New Mass Media Campaign That Could Help Smokers QuitNancy A. Rigotti, MD and Melanie Wakefield, PhDNancy A. Rigotti, MDFrom Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts, and the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia. and Melanie Wakefield, PhDFrom Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts, and the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia.Author, Article, and Disclosure Informationhttps://doi.org/10.7326/0003-4819-156-1-201201010-00541 SectionsAboutFull TextPDF ToolsAdd to favoritesDownload CitationsTrack CitationsPermissions ShareFacebookTwitterLinkedInRedditEmail Imagine seeing these advertisements on your television or computer: A 31-year-old man with bilateral below-knee amputations describes losing his legs and fingertips to Buerger disease. Three people with head and neck cancer diagnosed before 50 years of age talk about daily life with a stoma ("Don't face the shower head." and "Be very careful with shaving.") (Figure). The mother of a young boy with severe asthma advises in English or Spanish, "Don't be too shy to tell people not to smoke around your kids." Three former smokers talk about how they quit and urge viewers, "Do whatever it takes, no ...References1. Centers for Disease Control and Prevention. Tips From Former Smokers: Campaign Overview. Accessed at www.cdc.gov/tobacco/campaign/tips/resources/about/campaign-overview.html on 3 July 2012. Google Scholar2. Centers for Disease Control and Prevention (CDC). Increases in quitline calls and smoking cessation website visitors during a national tobacco education campaign—March 19-June 10, 2012. MMWR Morb Mortal Wkly Rep. 2012;61:667-70. [PMID: 22932300] MedlineGoogle Scholar3. Wakefield MA, Loken B, Hornik RC. Use of mass media campaigns to change health behaviour. Lancet. 2010;376:1261-71. [PMID: 20933263] CrossrefMedlineGoogle Scholar4. National Cancer Institute. The Role of the Media in Promoting and Reducing Tobacco Use. Bethesda, MD: U.S. Department of Health and Human Services; 2008. Google Scholar5. Bala M, Strzeszynski L, Cahill K. Mass media interventions for smoking cessation in adults. Cochrane Database Syst Rev. 2008;:CD004704. [PMID: 18254058] MedlineGoogle Scholar6. Durkin S, Brennan E, Wakefield M. Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control. 2012;21:127-38. [PMID: 22345235] CrossrefMedlineGoogle Scholar7. Vallone DM, Duke JC, Cullen J, McCausland KL, Allen JA. Evaluation of EX: a national mass media smoking cessation campaign. Am J Public Health. 2011;101:302-9. [PMID: 21164094] CrossrefMedlineGoogle Scholar8. Farrelly MC, Nonnemaker J, Davis KC, Hussin A. The influence of the national truth campaign on smoking initiation. Am J Prev Med. 2009;36:379-84. [PMID: 19211213] CrossrefMedlineGoogle Scholar9. Siegel M, Biener L. The impact of an antismoking media campaign on progression to established smoking: results of a longitudinal youth study. Am J Public Health. 2000;90:380-6. [PMID: 10705855] CrossrefMedlineGoogle Scholar10. Sly DF, Trapido E, Ray S. Evidence of the dose effects of an antitobacco counteradvertising campaign. Prev Med. 2002;35:511-8. [PMID: 12431900] CrossrefMedlineGoogle Scholar11. Durkin SJ, Biener L, Wakefield MA. Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups. Am J Public Health. 2009;99:2217-23. [PMID: 19833980] CrossrefMedlineGoogle Scholar12. Niederdeppe J, Farrelly MC, Nonnemaker J, Davis KC, Wagner L. Socioeconomic variation in recall and perceived effectiveness of campaign advertisements to promote smoking cessation. Soc Sci Med. 2011;72:773-80. [PMID: 21316830] CrossrefMedlineGoogle Scholar13. Dunlop S, Wakefield M, Kashima Y. Can you feel it? Negative emotion, risk, and narrative in health communication. Media Psychol. 2008;11:52-75. CrossrefGoogle Scholar14. Southwell B, Yzer MC. When (and why) interpersonal talk matters for campaigns. Commun Theory. 2009;19:1-8. CrossrefGoogle Scholar15. van den Putte B, Yzer M, Southwell BG, de Bruijn GJ, Willemsen MC. Interpersonal communication as an indirect pathway for the effect of antismoking media content on smoking cessation. J Health Commun. 2011;16:470-85. [PMID: 21337250] CrossrefMedlineGoogle Scholar16. U.S. Department of Health and Human Services. Preventing Tobacco Use Among Youth and Young Adults: A Report of the Surgeon General. Atlanta: U.S. Department of Health and Human Services; 2012. Google Scholar17. U.S. Food and Drug Administration. Tobacco Products: Cigarette Health Warnings. Accessed at www.fda.gov/TobaccoProducts/Labeling/Labeling/CigaretteWarningLabels/default.htm on 9 July 9 2012. Google Scholar18. Brennan E, Durkin SJ, Cotter T, Harper T, Wakefield MA. Mass media campaigns designed to support new pictorial health warnings on cigarette packets: evidence of a complementary relationship. Tob Control. 2011;20:412-8. [PMID: 21474501] CrossrefMedlineGoogle Scholar Author, Article, and Disclosure InformationAuthors: Nancy A. Rigotti, MD; Melanie Wakefield, PhDAffiliations: From Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts, and the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Australia.Disclosures: Disclosures can be viewed at www.acponline.org/authors/icmje/ConflictOfInterestForms.do?msNum=M12-1724.Corresponding Author: Nancy A. Rigotti, MD, General Medicine Division, Massachusetts General Hospital, 50 Staniford Street, 9th Floor, Boston, MA 02114; e-mail, [email protected].Current Author Addresses: Dr. Rigotti: General Medicine Division, Massachusetts General Hospital, 50 Staniford Street, 9th Floor, Boston, MA 02114.Dr. Wakefield: Centre for Behavioural Research in Cancer, Cancer Council Victoria, 1 Rathdowne Street, Carlton, Victoria 3053, Australia.Author Contributions: Conception and design: N.A. Rigotti.Analysis and interpretation of the data: N.A. Rigotti.Drafting of the article: N.A. Rigotti, M. Wakefield.Critical revision of the article for important intellectual content: M. Wakefield.Final approval of the article: N.A. Rigotti, M. Wakefield.Collection and assembly of data: N.A. Rigotti.This article was published at www.annals.org on 25 September 2012. 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Evaluating Fear Appeal Messages in Tweets About the Tips CampaignDo celebrity cancer diagnoses promote primary cancer prevention?Cancer-Related News from the CDC 18 December 2012Volume 157, Issue 12Page: 907-909KeywordsAdolescentsEmotionsHead and neck cancersHealth promotionHospital medicineMotivationSmoking cessationSocioeconomic statusTobacco controlYoung adults ePublished: 18 December 2012 Issue Published: 18 December 2012 Copyright & PermissionsCopyright © 2012 by American College of Physicians. All Rights Reserved.PDF downloadLoading ...