A report, 'Cost-effective smoke-free multiunit housing media campaigns: connecting with local communities,' is newly published data in Health Promotion Practice. According to the authors of recent research from Sacramento, California, 'Presented are cost-effective paid media strategies to educate Californians to advocate for stronger smoke-free multiunit housing (SF-MUH) policies between 2006 and 2008. Included is a summary of general market and specific ethnic market costs that correspond to SF-MUH attitudes and home smoking bans.'
'Statewide questionnaires indicated that half of the intended general market saw an antitobacco TV ad and half of the intended ethnic markets heard radio ads. Analyses indicated that it cost $0.67 and $0.78 per person to see Caution Tape and Apartment TV ads, respectively. Slightly higher per capita costs corresponded with positive attitudes toward SF-MUH: $0.87 for Caution Tape and $1.00 for Apartment,' wrote M.V. Modayil and colleagues (see also Health Promotion).
The researchers concluded: 'Lessons learned from this campaign included effectiveness of specific ads in ethnic markets, impact on SF-MUH work plan policy objectives, and the need for collaborations among state and local partners throughout the message development process.'
Modayil and colleagues published their study in Health Promotion Practice (Cost-effective smoke-free multiunit housing media campaigns: connecting with local communities. Health Promotion Practice, 2011;12(6 Suppl 2):173S-85S).
For additional information, contact M.V. Modayil, California Dept. of Public Health, Sacramento, CA, United States.
Publisher contact information for the journal Health Promotion Practice is: SAGE Publications, USA , 2455 Teller Road, Thousand Oaks, CA 91320, USA.
Keywords: City:Sacramento, State:California, Country:United States, Region:North and Central America.
This article was prepared by Obesity, Fitness & Wellness Week editors from staff and other reports. Copyright 2012, Obesity, Fitness & Wellness Week via NewsRx.com.
