title: Prevention of Esophageal Cancer: Experience of an Educational Campaign for Reducing Hot Tea Consumption in Iran.
abstract: BACKGROUND
  Given the association between drinking hot tea and the risk of esophageal squamous cell carcinoma, this study was designed to determine the effectiveness of an educational campaign based on the Theory of Planned Behavior (TPB) in reducing hot tea consumption among a sample of Iranian female students.
  
  
  METHODS
  In this quasi-experimental study, 130 primary-school female students in Salas Babajani, Kermanshah, Iran were randomly selected. A two-month campaign based on TPB constructs was developed and conducted for the intervention group. Combined mass media approaches (such as posters, pamphlet, and brochure) with small group and individual activities were used to transfer the campaign messages. Also, five 40-minute instructional sessions for the students and one session for their parents and teachers were held. The hot tea consumption, attitude, subjective norms, perceived behavioral control and no intention to drink hot tea were variables which were measured at baseline and again after 4 weeks.
  
  
  RESULTS
  There was a significant improvement in the perceived behavioral control and intention to drink no hot tea variables in the intervention group as compared to the control group following the campaign. In addition, significant reductions were found for the hot tea consumption and favorable attitude toward drinking hot tea in the intervention group as compared to the control group.
  
  
  CONCLUSIONS
  Conducting educational campaigns based on TPB variables may reduce hot tea consumption among Iranian students.
authors.affiliation: Department of Health Education and Health Promotion, School of Health, Iran University of Medical Sciences, Tehran, Iran E-mail : dehdarit@yahoo.com.
authors.forename: Farahnaz
authors.initials: F
authors.lastname: Mirzaei
authors.forename: Tahereh
authors.initials: T
authors.lastname: Dehdari
authors.forename: Amal Saki
authors.initials: AS
authors.lastname: Malehi
mesh_terms: D002294:Carcinoma, Squamous Cell / Q000209:etiology* / Q000517:prevention & control; D004938:Esophageal Neoplasms / Q000209:etiology / Q000517:prevention & control*; D000077277:Esophageal Squamous Cell Carcinoma; D005260:Female; D005502:Food / Q000009:adverse effects; D006358:Hot Temperature / Q000009:adverse effects*; D006801:Humans; D033182:Intention; D007492:Iran; D008402:Mass Media; D010174:Pamphlets; D010290:Parents; D012307:Risk Factors; D012574:Schools; D013334:Students; D013662:Tea / Q000009:adverse effects*
chemical_list: D013662:Tea