Saturday, March 25, 2023
| Model Covariatea | OR (95% CI) |
|---|---|
| Total campaign mass media market GRPs, past 3 months (square root functional form) | 1.19 (1.11-1.27) |
| Age | 0.98 (0.98-0.99) |
| Sex | |
| Female | 1 [Reference] |
| Male | 0.87 (0.78-0.97) |
| Race/ethnicity | |
| White | 1 [Reference] |
| Black | 1.55 (1.29-1.86) |
| Hispanic | 1.90 (1.59-2.26) |
| Other | 1.37 (1.08-1.75) |
| Education | |
| Less than high school | 1 [Reference] |
| High school diploma | 1.08 (0.91-1.29) |
| Some college | 1.28 (1.08-1.52) |
| Bachelor's degree or higher | 1.69 (1.38-2.06) |
| Annual household income, $ | |
| <20,000 | 1 [Reference] |
| 20,000-49,999 | 0.88 (0.78-1.00) |
| 50,000-99,999 | 0.97 (0.84-1.12) |
| ≥100,000 | 0.80 (0.67-0.97) |
| Chronic condition | 1 [Reference] |
| Physical | 1.27 (1.14-1.42) |
| Mental | 1.08 (0.97-1.20) |
| Tobacco surveys past year | 0.93 (0.90-0.96) |
| Child in household | 1.25 (1.12-1.40) |
| Smoker in household | 0.56 (0.51-0.62) |
| Smoking prevalence (mass media market level) | 0.99 (0.96-1.02) |
| Linear time | 0.997 (0.99-1.00) |
| No. of model observations | 35,275 |
Table 1. Association Between Making a Quit Attempt in the Past 3 Months and Select Characteristics, Tips From Former Smokers Campaign, United States, 2012–2018
Abbreviations: CI, confidence interval; GRPs, gross rating points; OR, odds ratio.
a Model includes covariates for state fixed effects (not shown).
| Campaign Year | Dates On Air | Number of Quarters Campaign on Air | Estimated Campaign-Associated Quit Attempts (n = 16,440,928) | Estimated Campaign-Associated Sustained Quitsa (n = 1,005,419) |
|---|---|---|---|---|
| 2012 | March 19–June 19 | 1.00 | 1,696,214 | 103,729 |
| 2013 | March 4–June 17 | 1.16 | 1,964,772 | 120,152 |
| 2014 | February 3–April 6; July 7–September 7 | 1.50 | 2,436,389 | 148,994 |
| 2015 | March 30–August 16 | 1.49 | 2,198,523 | 134,447 |
| 2016 | January 25–June 12 | 1.53 | 2,385,108 | 145,858 |
| 2017 | January 9–July 30 | 2.22 | 3,083,677 | 188,577 |
| 2018 | April 23–October 14 | 1.92 | 2,676,245 | 163,662 |
Table 2 Estimated Campaign Cumulative Impact on Sustained Quits, Tips From Former Smokers Campaign, United States, 2012–2018
a Assuming a 15.3% relapse rate.
This activity is intended for primary care physicians and other physicians who care for patients who smoke cigarettes.
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In 2012, the Centers for Disease Control and Prevention (CDC) launched the national Tips From Former Smokers (Tips) campaign to encourage people who smoke to quit by showing real-life heath consequences of tobacco use and promoting evidence-based resources for quitting. To assess the campaign’s impact on quit attempts and sustained-quit estimates (ie, quits lasting ≥6 mos), CDC analyzed data from a nationally representative longitudinal survey of US adults who smoke cigarettes, aged 18 years or older in 2012–2018. The Tips campaign was associated with an estimated 16.4 million quit attempts and 1,005,419 sustained quits. Continued implementation of cessation campaigns, including the Tips campaign, could accelerate progress toward reducing rates of smoking-related diseases and death.
Cigarette smoking remains the leading cause of preventable death in the United States[1]. For every person who dies because of cigarette smoking, at least 30 people live with a serious smoking-related illness[1]. Evidence-based media campaigns can increase tobacco cessation, increase use of cessation resources such as quitlines, and change tobacco-related social norms[2,3]. This study aimed to determine the 7-year impact of the Tips From Former Smokers (Tips) campaign on population-level smoking cessation by measuring cumulative campaign-associated quit attempts and sustained quit estimates, accounting for smoking relapse.
