title: Campaigns against smoking: a review of the last ten years in Italy.
abstract: BACKGROUND
  The latest collection of epidemiologic data shows the increased prevalence of smoking among young people and women. The research presents a descriptive analysis of the major anti-smoking campaigns that took place from 2006 to 2014 in Italy by institutions, associations, federations and enterprises who where both nationally and internationally recognized.
  
  
  METHODS
  The categories of analysis used were: target, communication strategy, style, website and/or a free number. A qualitative analysis was then conducted on campaigns aimed at women and young people, to identify strengths and weaknesses of the campaigns.
  
  
  RESULTS
  In the area of tobacco consumption there are numerous activities of information/awareness/prevention but it is necessary to interfere more directly in young people's lives, and in particular in young women's lives.
  
  
  CONCLUSIONS
  The need for more efficacy from campaigns means that they need to be more open to the unconventional social advertising and social network.
authors.affiliation: Department of Communication and Social Research, Sapienza University of Rome, Italy.
authors.forename: M
authors.initials: M
authors.lastname: Liuccio
authors.affiliation: Department of Communication and Social Research, Sapienza University of Rome, Italy.
authors.forename: A
authors.initials: A
authors.lastname: Caciolli
mesh_terms: D000328:Adult; D017677:Age Distribution; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods; D006801:Humans; D007558:Italy / Q000453:epidemiology; D008297:Male; D010353:Patient Education as Topic / Q000379:methods; D015995:Prevalence; D011634:Public Health; D012189:Retrospective Studies; D012307:Risk Factors; D017678:Sex Distribution; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000379:methods; D000074606:Smoking Prevention; D055815:Young Adult
keywords: Campaigns; Prevention; Tobacco; Women; Young people