Impact of mass communication media on an anti-smoking campaign

To assess the impact of the mass media (MM) on smoking cessation process in Mexico. Between June 1998 and May 1999, the effects of an anti-smoking mass media campaign and alternative strategies were evaluated, by comparing the monthly sales average of all smoking-cessation aid products before and after marketing a new nicotine patch. Student's t paired and unpaired t tests were used to compare sales. Total sales increased from 24,206 +/- 4,558 to 55,604 +/- 8,993 (p < 0.0001). It was estimated that 1,853 smokers tried to quit and 96 per day succeeded with a single product after the campaign. Alternative strategies to get similar results indicate that the programs of a single public sector institution could help 501 persons attempt quitting smoking and six to accomplish it per day. The mass media have a powerful effect on smoking cessation practices; the involvement of more public institutions may accomplish similar results as the private sector.