Résumé :
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[BDSP. Notice produite par INIST R0xFZ9Dg. Diffusion soumise à autorisation]. Objectives. This study examined the reach, effectiveness, and cost-effectivenes of a mass media-led smoking cessation campaign including television shows, a television clinic, a quit line, local group programs, and a comprehensive publicity campain. 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-protested 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 meidia, the campaign under study may have increased normal cessation rates substantially.
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