How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England?
OBJECTIVE: To investigate the effects of different types of televised mass media campaign content on calls to the English NHS Stop Smoking helpline. METHOD: We used UK government-funded televised tobacco control campaigns from April 2005 to April 2010, categorised as either “positive” (eliciting...
| Main Authors: | , , , , , , |
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| Format: | Article |
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Elsevier
2014
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| Online Access: | https://eprints.nottingham.ac.uk/31763/ |
| _version_ | 1848794268302311424 |
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| author | Richardson, Sol Langley, Tessa Szatkowski, Lisa Sims, Michelle Gilmore, Anna McNeill, Ann Lewis, Sarah |
| author_facet | Richardson, Sol Langley, Tessa Szatkowski, Lisa Sims, Michelle Gilmore, Anna McNeill, Ann Lewis, Sarah |
| author_sort | Richardson, Sol |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | OBJECTIVE: To investigate the effects of different types of televised mass media campaign content on calls to the English NHS Stop Smoking helpline.
METHOD: We used UK government-funded televised tobacco control campaigns from April 2005 to April 2010, categorised as either “positive” (eliciting happiness, satisfaction or hope) or “negative” (eliciting fear, guilt or disgust). We built negative binomial generalised additive models (GAMs) with linear and smooth terms for monthly per capita exposure to each campaign type (expressed as Gross Ratings Points, or GRPs) to determine their effect on calls in the same month. We adjusted for seasonal trends, inflation-adjusted weighted average cigarette prices and other tobacco control policies.
RESULTS: We found non-linear associations between exposure to positive and negative emotive campaigns and quitline calls. The rate of calls increased more than 50% as exposure to positive campaigns increased from 0 to 400 GRPs (rate ratio: 1.58, 95% CI: 1.25–2.01). An increase in calls in response to negative emotive campaigns was only apparent after monthly exposure exceeded 400 GRPs.
CONCLUSION: While positive campaigns were most effective at increasing quitline calls, those with negative emotive content were also found to impact on call rates but only at higher levels of exposure. |
| first_indexed | 2025-11-14T19:13:29Z |
| format | Article |
| id | nottingham-31763 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:13:29Z |
| publishDate | 2014 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-317632020-05-04T16:56:46Z https://eprints.nottingham.ac.uk/31763/ How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? Richardson, Sol Langley, Tessa Szatkowski, Lisa Sims, Michelle Gilmore, Anna McNeill, Ann Lewis, Sarah OBJECTIVE: To investigate the effects of different types of televised mass media campaign content on calls to the English NHS Stop Smoking helpline. METHOD: We used UK government-funded televised tobacco control campaigns from April 2005 to April 2010, categorised as either “positive” (eliciting happiness, satisfaction or hope) or “negative” (eliciting fear, guilt or disgust). We built negative binomial generalised additive models (GAMs) with linear and smooth terms for monthly per capita exposure to each campaign type (expressed as Gross Ratings Points, or GRPs) to determine their effect on calls in the same month. We adjusted for seasonal trends, inflation-adjusted weighted average cigarette prices and other tobacco control policies. RESULTS: We found non-linear associations between exposure to positive and negative emotive campaigns and quitline calls. The rate of calls increased more than 50% as exposure to positive campaigns increased from 0 to 400 GRPs (rate ratio: 1.58, 95% CI: 1.25–2.01). An increase in calls in response to negative emotive campaigns was only apparent after monthly exposure exceeded 400 GRPs. CONCLUSION: While positive campaigns were most effective at increasing quitline calls, those with negative emotive content were also found to impact on call rates but only at higher levels of exposure. Elsevier 2014-12-01 Article PeerReviewed Richardson, Sol, Langley, Tessa, Szatkowski, Lisa, Sims, Michelle, Gilmore, Anna, McNeill, Ann and Lewis, Sarah (2014) How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? Preventive Medicine, 69 . pp. 43-48. ISSN 0091-7435 Quitline mass media health promotion emotions smoking cessation http://www.sciencedirect.com/science/article/pii/S0091743514003211 doi:10.1016/j.ypmed.2014.08.030 doi:10.1016/j.ypmed.2014.08.030 |
| spellingShingle | Quitline mass media health promotion emotions smoking cessation Richardson, Sol Langley, Tessa Szatkowski, Lisa Sims, Michelle Gilmore, Anna McNeill, Ann Lewis, Sarah How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title | How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title_full | How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title_fullStr | How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title_full_unstemmed | How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title_short | How does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the NHS Stop Smoking helpline in England? |
| title_sort | how does the emotive content of televised anti-smoking mass media campaigns influence monthly calls to the nhs stop smoking helpline in england? |
| topic | Quitline mass media health promotion emotions smoking cessation |
| url | https://eprints.nottingham.ac.uk/31763/ https://eprints.nottingham.ac.uk/31763/ https://eprints.nottingham.ac.uk/31763/ |