全国性控烟公益广告强化宣传效果调查分析

Evaluation on enhanced communication for the national tobacco control public service advertisement

目的调查分析中国第一次全国控烟大众媒体宣传的效果,为推进中国控烟宣传提供科学依据。方法采用多阶段分层随机抽样,在全国范围选择调查对象3000人进行问卷调查。结果有23.1%的调查对象能回忆起这项宣传的广告内容,接触渠道主要通过中央电视台(58.0%)。总体上,接触到这项宣传的调查对象(80.8%)比未接触宣传的调查对象(76.6%)对二手烟危害的知晓率高(P<0.05)。接触宣传的不吸烟者(86.8%)和女性(81.9%)比未接触宣传的不吸烟者(64.0%)和女性(78.6%)更赞同“吸烟者应避开他人防止他人接触烟草烟雾”(P<0.05);“我认为违反禁止吸烟法律的人应受到适当的罚款和处罚”在接触到这项宣传的调查对象中(64.2%)比未接触宣传的调查对象(58.3%)支持率更高(P<0.05)。无论男女,接触到这项宣传的吸烟者(65.5%、20.2%)比未接触宣传的吸烟者(59.0%、14.5%)在过去2个月中更多讨论吸烟和健康问题或可能尝试戒烟(P<0.05)。结论大众媒体宣传提高了人们对烟草健康危害的意识,增加了吸烟者的戒烟欲望,提高了公众对公共场所禁烟的支持率。因此,有关公共卫生部门应安排更多资源用于控烟大众媒体宣传。

Objective To assess the impact of first national tobacco control mass media campaign,and to provide the evidence for promoting the tobacco control mass media campaign in China.Methods A total of 3000 participants were selected to complete post-campaign interviews through a stratified random sampling procedure.Results 23.1%of the respondents were enrolled in the campaignmainly through CCTV(58.0%).In general,the respondents who were aware of the campaignhad higher knowledge about the harmful effects of SHS exposure than those not aware(80.8%vs.76.6%,P<0.05).The non-smoker(86.8%)and female respondents(81.9%)who were aware of the campaign agreed more on"Smokers should avoid others being exposed in their cigarette smoke"than the nonsmoker(64.0%)and female(78.6%)who were not aware(P<0.05).The support rate for fine and punishment on smoking in public places in the people who were aware of the campaignwas higher than those who were not aware(64.2%vs.58.3%,P<0.05).Amongst both male and female smokers those aware of the campaign were more likely to discuss the health issue caused by smoking(65.5%vs59.0%)andtry quitting smoking(20.2%vs14.5%)than those not aware(P<0.05).Conclusion The mass media campaign reinforced people′s knowledge about specific harmful health effects of smoking and SHS exposure,increased smokers′desire to quit and people′s support for smoking bans in public places.Therefore,the public health communities should dedicate more resources for tobacco control mass media campaigns.