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Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law

Summary

Objectives. 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.

Thrasher, J.F., Huang, L., Pérez-Hernández, R., Niederdeppe, J., Arillo-Santillán, E., Alday, J. (Feb. 2011) Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law. Am J Public Health;101(2):328-35.

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