[Impact of mass communication media on an anti-smoking campaign].
OBJECTIVE
To assess the impact of the mass media (MM) on smoking cessation process in Mexico.


METHODS
Between June 1998 and May 1999, the effects of an anti-smoking mass media campaign and alternative strategies were evaluated, by comparing the monthly sales average of all smoking-cessation aid products before and after marketing a new nicotine patch. Student's t paired and unpaired t tests were used to compare sales.


RESULTS
Total sales increased from 24,206 +/- 4,558 to 55,604 +/- 8,993 (p < 0.0001). It was estimated that 1,853 smokers tried to quit and 96 per day succeeded with a single product after the campaign. Alternative strategies to get similar results indicate that the programs of a single public sector institution could help 501 persons attempt quitting smoking and six to accomplish it per day.


CONCLUSIONS
The mass media have a powerful effect on smoking cessation practices; the involvement of more public institutions may accomplish similar results as the private sector.
Sansores
Raúl H
RH
Departamento de Investigación en Tabaquismo y EPOC, Instituto Nacional de Enfermedades Respiratorias, SSA, Calzada de Tlalpan 4502, 14080, México, D. F., México. rhsansores@aol.com
Giraldo-Buitrago
Fernanda
F
Valdelamar-Vázquez
Fabiola
F
Ramírez-Venegas
Alejandra
A
Sandoval
Ricardo A
RA
D006293:Health Promotion; D006801:Humans; D008402:Mass Media; D012907:Smoking / Q000453:epidemiology; D000074606:Smoking Prevention; D019460:Tobacco Industry / Q000706:statistics & numerical data
Impacto de los medios de comunicación masiva en una campaña antitabaco.