The reach and effectiveness of a national mass media-led smoking cessation campaign in The Netherlands

Am J Public Health. 1999 Mar;89(3):346-50. doi: 10.2105/ajph.89.3.346.


Objectives: This study examined the reach, effectiveness, and cost-effectiveness of a mass media-led smoking cessation campaign including television shows, a television clinic, a quit line, local group programs, and a comprehensive publicity campaign.

Methods: A random sample of baseline smokers (n = 1338) was interviewed before and after the campaign and at a 10-month follow-up. A nonpretested control group (n = 508) of baseline smokers was incorporated to control for test effects.

Results: Most smokers were aware of the campaign, although active participation rates were low. Dose-response relations between exposure and quitting were found. The follow-up point prevalence abstinence rate attributable to the campaign was estimated to be 4.5% after control for test effects and secular trends. The cost per long-term quitter was about $12.

Conclusions: In spite of a massive rise in tobacco promotion expenditures prior to the campaign and the absence of governmental control over the media, the campaign under study may have increased normal cessation rates substantially.

Publication types

  • Clinical Trial
  • Controlled Clinical Trial
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Community-Institutional Relations*
  • Cost-Benefit Analysis
  • Female
  • Follow-Up Studies
  • Health Education / economics
  • Health Education / methods*
  • Humans
  • Logistic Models
  • Male
  • Mass Media*
  • Middle Aged
  • Netherlands
  • Program Evaluation
  • Smoking Cessation / economics
  • Smoking Cessation / methods*
  • Surveys and Questionnaires
  • Television*