This is not the most recent version of the article. View current version (10 NOV 2010)
Intervention Review
Mass media interventions for preventing smoking in young people
Editorial Group: Cochrane Tobacco Addiction Group
Published Online: 8 OCT 2008
Assessed as up-to-date: 19 OCT 1999
DOI: 10.1002/14651858.CD001006
Copyright © 2008 The Cochrane Collaboration. Published by John Wiley & Sons, Ltd.
Database Title
Additional Information
How to Cite
Sowden AJ. Mass media interventions for preventing smoking in young people. Cochrane Database of Systematic Reviews 1998, Issue 4. Art. No.: CD001006. DOI: 10.1002/14651858.CD001006.
Publication History
- Publication Status: Edited (no change to conclusions)
- Published Online: 8 OCT 2008
This is not the most recent version of the article.View current version (10 Nov 2010)
Abstract
Background
The mass media have been used as a way of delivering preventive health messages. They have the potential to reach and to modify the knowledge, attitudes and behaviour of a large proportion of the community.
Objectives
To determine the effectiveness of mass media campaigns in preventing the uptake of smoking in young people.
Search strategy
We searched Medline, and 28 other electronic databases. Handsearching of key journals was also carried out, the bibliographies of identified studies were checked for additional references and contact with content area specialists was made. Date of last search June 1998.
Selection criteria
Randomised trials, controlled trials without randomisation and time series studies that assessed the effectiveness of mass media campaigns (defined as channels of communication such as television, radio, newspapers, bill boards, posters, leaflets or booklets intended to reach large numbers of people and which are not dependent on person to person contact) in influencing the smoking behaviour (either objective or self-reported) of young people under the age of 25 years.
Data collection and analysis
Information relating to the characteristics and the content of media interventions, participants, outcomes and methods of the study was abstracted by one reviewer and checked by a second. Studies were combined using qualitative narrative synthesis.
Main results
Six out of a total of 63 studies reporting information about mass media smoking campaigns met all of the inclusion criteria. All six studies used a controlled trial design. Two studies concluded that the mass media were effective in influencing the smoking behaviour of young people. Both of the effective campaigns had a solid theoretical basis, used formative research in designing the campaign messages and message broadcast was of reasonable intensity over extensive periods of time.
Authors' conclusions
There is some evidence that the mass media can be effective in preventing the uptake of smoking in young people, but overall the evidence is not strong.
Plain language summary
Can mass media campaigns (television, radio, newspapers, billboards and booklets) deter young people from starting to smoke
Campaigns which researched and developed their message to reach their target audience had a higher success rate than those which did not. Effective campaigns also lasted longer and were more intense than less successful ones. The timing and type of broadcast made a difference to their success, with older youths in one study preferring radio to television. Changes in attitudes, knowledge or intention to smoke did not generally seem to affect the long-term success of the campaigns.