Impacto de los medios de comunicación masiva en una campaña antitabaco

Abstract

Objetivo. Determinar en México el impacto de los medios de comunicación masiva (MCM) en el proceso de dejar de fumar. Material y métodos. Evaluamos, entre junio de 1998 y mayo de 1999, el efecto de una campaña en los MCM de México, así como el de estrategias alternas, comparando el promedio mensual de ventas de todos los productos auxiliares para dejar de fumar antes y después del lanzamiento de un Parche Nuevo de nicotina. Se usó t pareada o de Student para comparar las ventas. Resultados. Las ventas totales aumentaron de 24 206±4 558 a 55 604±8 993 (pAbstract Objective To assess the impact of the mass media (MM) on smoking cessation process in Mexico. Material and Methods. 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. Results. 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. Conclusions. 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.

Keywords

• tabaquismo
• campañas antitabaco
• medios de comunicación de masa
• promoción de la salud
• México
• smoking
• anti-tobacco smoking campaigns
• mass media
• health promotion
• Mexico