title: 'I bet I can do it!' - Reach and effectiveness of a television show about smoking cessation among low, moderate, and high educated smokers.
abstract: BACKGROUND
  Smoking is in the Netherlands more prevalent among lower and moderate educated than among higher educated people. The entertainment-education television show 'I bet I can do it!' was specifically designed to stimulate smoking cessation among low and moderate educated smokers.
  
  
  METHODS
  The effect of the television show was evaluated with longitudinal data of the International Tobacco Control Policy Evaluation Project. Dutch smokers (n = 1,743) aged 15 years and older filled in a survey before and after the seven episodes of 'I bet I can do it!' in 2008.
  
  
  RESULTS
  Low educated (OR = 1,55, p = 0,048) and moderate educated respondents (OR = 1,99, p < 0,001) had seen the television show significantly more often than high educated respondents. The show was not significantly associated with self efficacy, quit intention, and quit success, but it was significantly associated with more quit attempts among moderate educated respondents (OR = 2,36, p < 0,001).
  
  
  CONCLUSIONS
  The reach of 'I bet I can do it!' and the effect on quit attempts was larger among moderate educated smokers. The entertainment-education strategy for smoking cessation television programs should be further refined. This can possible lead to a program that has positive effects on the quit intention, self efficacy, quit attempts and the quit success of low and moderate educated smokers.
authors.affiliation: Universiteit Maastricht (CAPHRI) ; STIVORO voor een rookvrije toekomst.
authors.forename: Gera E
authors.initials: GE
authors.lastname: Nagelhout
authors.affiliation: STIVORO voor een rookvrije toekomst.
authors.forename: Marieke A
authors.initials: MA
authors.lastname: Wiebing
authors.affiliation: Universiteit van Amsterdam (ASCoR) ; Trimbos-instituut.
authors.forename: Bas
authors.initials: B
authors.lastname: van den Putte
authors.affiliation: Universiteit Maastricht (CAPHRI).
authors.forename: Hein
authors.initials: H
authors.lastname: de Vries
authors.affiliation: Leiden Universitair Medisch Centrum.
authors.forename: Matty
authors.initials: M
authors.lastname: Crone
authors.affiliation: Sociaal en Cultureel Planbureau.
authors.forename: Sander M
authors.initials: SM
authors.lastname: Bot
authors.affiliation: Universiteit Maastricht (CAPHRI) ; STIVORO voor een rookvrije toekomst.
authors.forename: Marc C
authors.initials: MC
authors.lastname: Willemsen
keywords: campaign; entertainment-education; health promotion; smoking cessation; social class