title: Does tobacco-control mass media campaign exposure prevent relapse among recent quitters?
abstract: OBJECTIVE
  To determine whether greater mass media campaign exposure may assist recent quitters to avoid relapse.
  
  
  METHODS
  Using date of data collection and postcode, media market estimates of televised tobacco-control advertising exposure measured by gross ratings points (GRPs) were merged with a replenished cohort study of 443 Australians who had quit in the past year. Participants' demographic and smoking characteristics prior to quitting, and advertising exposure in the period after quitting, were used to predict relapse 1 year later.
  
  
  RESULTS
  In multivariate analysis, each increase in exposure of 100 GRPs (i.e., 1 anti-smoking advertisement) in the three-month period after the baseline quit was associated with a 5% increase in the odds of not smoking at follow-up (OR = 1.05, 95% CI 1.02-1.07, p < 0.001). This relationship was linear and unmodified by length of time quit prior to the baseline interview. At the mean value of 1081 GRPs in the 3 months after the baseline-quit interview, the predicted probability of being quit at follow-up was 52%, whereas it was 41% for the minimum (0) and 74% for the maximum (3,541) GRPs.
  
  
  CONCLUSIONS
  Greater exposure to tobacco-control mass media campaigns may reduce the likelihood of relapse among recent quitters.
authors.affiliation: Centre for Behavioural Research in Cancer, Cancer Council Victoria Melbourne, Australia. melanie.wakefield@cancervic.org.au
authors.forename: Melanie A
authors.initials: MA
authors.lastname: Wakefield
authors.forename: Steven J
authors.initials: SJ
authors.lastname: Bowe
authors.forename: Sarah J
authors.initials: SJ
authors.lastname: Durkin
authors.forename: Hua-Hie
authors.initials: HH
authors.lastname: Yong
authors.forename: Matthew J
authors.initials: MJ
authors.lastname: Spittal
authors.forename: Julie A
authors.initials: JA
authors.lastname: Simpson
authors.forename: Ron
authors.initials: R
authors.lastname: Borland
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D001315:Australia; D015331:Cohort Studies; D005260:Female; D006801:Humans; D008137:Longitudinal Studies; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D015999:Multivariate Analysis; D010565:Persuasive Communication; D012008:Recurrence; D016540:Smoking Cessation; D055815:Young Adult