天津市市区公交车数字电视控烟广告宣传效果分析

Effect analysis of anti-smoking advertisements on bus digital television inurban areas of Tianjin

目的了解公交车数字电视控烟广告在天津市市区的宣传效果,为天津市进一步开展媒体宣传提供依据。方法在天津市市内6个区各随机抽取1个公交站点,共计6个,对过往乘客采用拦截问卷的调查方法,于天津市市内六区公交车数字电视投放控烟宣传广告片之前和之后分别进行基线调查和评估调查,对数据采用χ2检验的方法,分析前后变化。结果共调查360人,被调查乘客吸烟率为27.5%;有81.9%的乘客看到过在公交车数字电视播放的控烟公益广告;被调查乘客对吸烟导致中风和心脏病知晓率有明显的升高,分别上升为53.3%和64.2%(P<0.05),这说明公交车的数字电视控烟广告宣传的有效性;乘客对吸烟及二手烟导致孕妇流产,婴儿猝死,胎儿畸形,阳痿的疾病知晓率有上升趋势;公共场所及工作场所禁止吸烟支持率、认为烟草烟雾危害如实报道的比例均有显著上升,公共场所和工作场所吸烟应受处罚的支持率有上升趋势;但是未见宣传对人们吸烟率、戒烟率乃至二手烟暴露率等行为指标的影响。结论公交车数字电视控烟广告有较好的宣传效果和针对性,而且性价比较高。

Objective Toevaluate the effect of anti-smoking advertisements on bus digital television inurban areas of Tianjin, and provide evidence to promote mass media use in tobacco control. Methods One bus stop was randomly selected in each six districts in Tianjin, and passengers were surveyed by questionnaire; the same surveys were conducted twice before and after the broadcasting of tobacco control advertisement. We processed the data by χ^2 test to analyzethe variations. Results The smoking rate was 27. 5% among 360 surveyed passengers, and 81.9% of these passengers had seen the advertisement on digital television in bus. The proportion of passengers who knew smoke and secondhand smoke may result in stroke and heart disease had significantly increased, by up to 53.3% and 64. 2% , respectively （P 〈0. 05） , indicating the effectiveness of publicity. Passengers＇ awareness oil snloke and secondhand smoke causing pregnant women abortion, sudden infant death, fetal abnormalities and impotence disease had a rising trend. The support rate of smoking ban in public as well as the proportion of passengers who agreed with the contents of anti-smoking advertisements increased significantly, and the support rate of punishment on smoking in public places raised. Conclusion Bus digital television advertisement of tobacco control has better performance and lower cost.