The reach and effectiveness of a national mass media led smoking cessationcampaign in the Netherlands

Objectives. This study examined the reach, effectiveness, and cost effectiv eness of a mass media-led smoking cessation campaign including television s hows, a television clinic, a quit line, local group programs, and a compreh ensive publicity campaign. Methods. A random sample of baseline smokers (n = 1338) was interviewed bef ore and after the campaign and at a 10-month follow-up. A non-pretested con trol group (n = 508) of baseline smokers was incorporated to control for te st effects. Results. Most smokers were aware of the campaign, although active participa tion rates were low. Dose-response relations between exposure and quitting were found. The followup point prevalence abstinence rate attributable to t he campaign was estimated to be 4.5% after control for test effects and sec ular trends. The cost per long-term quitter was about $12. Conclusions. In spite of a massive rise in tobacco promotion expenditures p rior to the campaign and the absence of governmental control over the media , the campaign under study may have increased normal cessation rates substa ntially.