Evaluation of the national tobacco control mass media campaign in China
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Chinese Center for Health Education, China
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A479
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Background and challenges to implementation:
Tobacco use is the leading preventable cause of morbidity and mortality worldwide, yet the usage rate continues to increase in low- and middle-income countries such as China.Of over 310 million smokers lives in China, which accounts for 27.7% of the general population.

Intervention or response:
In 2014, the BI collaborated with the Chinese Center for Health Education to implement the national tobacco control mass media campaign in China. The campaign was expected to improve knowledge about health effects of smoking and SHS exposure and shape attitudes and behaviors toward tobacco control policies.
The campaign was adapted from materials which depicts a office environment with SHS to show how it affects everyone. It was broadcast on the national Television channels and six provincial satellite networks, meanwile on social media and mini-site for a four-week period.

Results and lessons learnt:
To evaluate the effectiveness of this campaign, a total of 2400 participants were selected to complete interviews through a stratified random sampling. The participants consisted of 828(34.5%) smokers, and 1,572(65.5%) nonsmokers.
The campaign reached about 24% of the Chinese population and increased smokers' knowledge about the harmful effects of SHS exposure(73% vs. 85%, p< 0.05). Both smokers and nonsmokers increased their knowledge that smoking lead to diseases other than lung cancer. Although smokers exposed to the campaign were more likely to take actions to reduce smoking than those not exposed(13% vs. 7%, p< 0.05), the percentage was still low. The support for bans on smoking in public places increased after the campaign, especially among nonsmokers and females. However, the support for ban on smoking in bars(48%) and restaurants(62%) were lower than that in hospitals(95%) and schools(94%).

Conclusions and key recommendations:
The mass media campaign reinforced people's knowledge and attitudes about harmful health effects of smoking and SHS exposure, increased people's desire to quit, and improved people's support for smoking bans in public places.

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