全国控烟公益广告播出情况调查及策略建议

Investigation and strategy suggestions to tobacco control public service advertisements broadcasting

目的了解全国各省、自治区、直辖市控烟公益广告播出情况及存在问题,为探索控烟公益广告宣传模式提供策略建议。方法由卫生部向全国31个省区市、新疆建设兵团和5个计划单列市控烟主管部门下发公函,同时提供公益广告播出带和光盘。要求各单位落实控烟公益广告播出,并对播出情况进行问卷调查。结果共回收问卷37份,落实公益广告在省级电视媒体播出的省区市28个,省级累计播出4458次;落实电视播出的地/市220个,地/市级累计播出7823次;落实电视播出的县/区713个,县/区级累计播出28 594次。落实控烟公益广告在公共场所播出的省区市共26个,全国公共场所累计播放4934次。结论本次控烟公益广告推荐播出工作在全国范围内取得了较明显的成效,今后要加强控烟机构与大众媒体合作,继续推广控烟宣传。

Objective To investigate the broadcasting status of tobacco control public service advertisements（PSA）,and to provide evidence and suggestions to tobacco control PSA advocacy.Methods The Ministry of Health sent an official letter and video tapes to official tobacco control organizations of 31 provinces,municipalities,autonomous regions,Xinjiang Construction Corps and 5 cities with independent plans.The organizations were asked to broadcast the PSAs on TV media and public places,and feedback the broadcasting status.Results 28（75.7%） provinces had broadcasted tobacco control PSAs on provincial TV stations for totally 4458 times;220 cities had broadcasted PSAs on TV for totally 7823 times;713 counties had broadcasted the PSAs on TV for totally 28594 times.26 provinces had broadcasted the PSAs in public places for totally 4934 times nationwide.Conclusion Tobacco control PSAs recommendation work had received obvious effects.Tobacco control organizations should strengthen the cooperation with mass media and continuously improve the tobacco control publicity.