江苏省媒体控烟宣传对吸烟人群戒烟意愿的影响

Impact of anti-tobacco media campaign on intention to quit smoking among smokers of Jiangsu province

目的了解各种媒体控烟宣传覆盖现状,探讨媒体控烟宣传对吸烟人群戒烟意愿的影响,为今后利用媒体开展控烟宣传提供依据。方法采用多阶段整群随机抽样方法在江苏省14个疾病监测点中抽取8 400名18岁及以上成人进行调查,分析人群接触各种媒体情况和各种媒体控烟宣传覆盖情况,并用非条件logistic回归模型研究控烟宣传媒体暴露数量对吸烟人群戒烟意愿的影响。结果人群中接触率较高的媒体为电视(89.4%)和报纸(54.3%),且媒体接触率在不同性别、年龄、城乡、文化和收入水平人群中存在差异(P<0.01);控烟宣传覆盖较高的媒体为电视(51.8%)和报纸(22.2%),互联网(6.7%)和电影院(3.3%)相对较低;26.7%现在吸烟者有打算戒烟的意愿;非条件logistic回归分析显示吸烟人群中暴露于控烟宣传媒体数量越多,其打算戒烟的比例也越高,暴露于2种和3种及以上控烟宣传媒体的现在吸烟者打算戒烟比例分别是未暴露者的1.45倍和1.59倍,差异有统计学意义(P<0.01)。结论公共场所中控烟宣传覆盖比例仍相对较低,应该针对吸烟者自身和环境因素制定媒体控烟宣传策略,加强公共场所媒体控烟宣传力度,促进吸烟者戒烟。

Objective To understand the coverage status of anti-tobacco media campaign in Jiangsu province, to explore the impact of anti-tobacco media campaign on intention to quit smoking among smokers, and to provide the basis for better anti-tobacco media campaign in the future. Methods The multistage cluster sampling method was used to select 8 400 adults （ ≥ 18 years old） as the investigation subjects from 14 disease surveillance areas in Jiangsu province. Face-to-face interviews were conducted to analyze the applicable media rate among population and the coverage status of anti-tobacco campaign of each medium. Unconditional logistic regression method was used to analyze the impact of anti-tobacco media campaign on intention to quit smoking among smokers. Results Television and newspapers were the most popular media （89.4% and 54.3%）. There were significant differences of applicable media rates among gender, age, education, income level and urban or rural areas （P〈0.01）. The order of coverage rate of tobacco control campaign was television （51.8%）, newspaper （22.2%）, Interuet web （6.7%） and cinema （3.3%）. And 26.7% of smokers intended to quit smoking in the future. Unconditional logistic regression analysis showed that the proportion of smokers with intent to quit smoking increased with the exposure to anti-tobacco media campaigns. The proportions with intent to quit smoking among smokers exposed to 2 or 3 kinds of anti-tobacco media were 1.45 and 1.59 folds in smokers not exposed to anti-tobacco media （P〈0.01）. Conclusion The coverage rate in public places is still low. Anti-tobacco media campaign strategies should be made according to smoker self and environmental factors, and the campaigns should be strengthened in public places to promote smokers to quit smoking.