title: Evaluation of a social marketing campaign to support Mexico City's comprehensive smoke-free law.
abstract: OBJECTIVE
  We aimed to assess the level of awareness and impact of a social marketing campaign to promote Mexico City's 2008 comprehensive smoke-free law.
  
  
  METHODS
  Four months after the smoke-free law was implemented but before the campaign launch, we collected data from a population-based, random sample of 961 inhabitants of Mexico City. We analyzed data from 786 respondents who completed follow-up at the end of the campaign to determine campaign exposure and the association between campaign exposure and changes in campaign-targeted knowledge and attitudes.
  
  
  RESULTS
  Recall of any of the 5 campaign materials was 69%, with a uniform distribution of exposure to 1, 2, and 3 or more campaign materials (25%, 25%, and 19%, respectively). Exposure to a greater number of campaign materials was associated in a monotonic relation with campaign-targeted knowledge of ammonia and arsenic in cigarette smoke. In models assessing support for, perceived benefits of, and perceived right to smoke-free places, campaign exposure accounted for a positive change in half of the indicators within each of these domains.
  
  
  CONCLUSIONS
  Social marketing campaigns can reinforce knowledge and attitudes that favor smoke-free laws, thereby helping to establish smoke-free norms.
authors.affiliation: Correspondence should be sent to James F. Thrasher, Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC 29208, USA. thrasher@mailbox.sc.edu
authors.forename: James F
authors.initials: JF
authors.lastname: Thrasher
authors.forename: Liling
authors.initials: L
authors.lastname: Huang
authors.forename: Rosaura
authors.initials: R
authors.lastname: Pérez-Hernández
authors.forename: Jeff
authors.initials: J
authors.lastname: Niederdeppe
authors.forename: Edna
authors.initials: E
authors.lastname: Arillo-Santillán
authors.forename: Jorge
authors.initials: J
authors.lastname: Alday
mesh_terms: D000328:Adult; D005260:Female; D006266:Health Education / Q000379:methods* / Q000706:statistics & numerical data*; D007722:Health Knowledge, Attitudes, Practice; D006291:Health Policy; D006801:Humans; D008297:Male; D008800:Mexico; D008875:Middle Aged; D040241:Social Marketing; D012959:Socioeconomic Factors; D014028:Tobacco Smoke Pollution / Q000331:legislation & jurisprudence*; D017132:Workplace
chemical_list: D014028:Tobacco Smoke Pollution