NHS Health Scotland
Outcome Indicators

3.1. Activity: Combination of ’mass media’ activities and other tobacco control/smoking cessation measures


Impact on outcomes


Impact on short term and intermediate outcomes

  • There is review level evidence supporting:

    • media campaigns co-ordinated with other activity  e.g. smoking cessation services, telephone quitlines, tobacco control policy change, school interventions, and other activity to help people to stop using tobacco [1,2]
    • the importance of multi-faceted approaches and of initiatives aiming to bring about sustained individual and social change (which takes time but it is important to take a strategic perspective, developing relationships with target groups and stakeholders and encouraging full community engagement) [1]
    • multi-channel mass media campaigns combined with other interventions in increasing tobacco use cessation [1,3]; media campaigns and concurrently implemented tobacco control programmes associated with a reduction in net smoking prevalence (although some studies were inconclusive) [1,3]; mass media interventions as part of a complex set of interventions contributing to a reduction in smoking (but it is difficult to establish their independent role and value) [4]
    • the importance of campaigns being a part of comprehensive tobacco control programmes in order to generate significant changes in smoking prevalence (with the various elements working synergistically to de-normalise tobacco use and support smokers in quitting and remaining smoke-free) [2]

    1. NICE (2008). Public Health Guidance 10 – Smoking cessation services in primary care, pharmacies, local authorities and workplaces, particularly for manual working groups, pregnant women and hard-to-reach communities.  NICE, London

    2. Gutierrez, K., (2007).  Mass Media Intervention to Stimulate and Promote Smoking Cessation: Expert Opinion Paper. For National Institute for Health & Clinical Excellence (NICE): Public Health Programme Guidance 10. NICE, London;

    3. Jepson, R., Harris, F., Rowa Dewar N., et al on behalf of Cancer Care Research Centre, and Centre for Social Marketing, University of Stirling, Alliance for self care research, University of Abertay Centre for Reviews and Dissemination, University of York (2006). A Review of the Effectiveness of Mass Media Interventions which both Encourage Quit Attempts and Reinforce Current and Recent Attempts to Quit Smoking. For National Institute for Health and Clinical Excellence (NICE): Public Health Programme Guidance 10. NICE, London;
    4. Bala M, Strzeszynksi L, Cahill K. Mass media interventions for smoking cessation in adults. Cochrane Database of Systematic Reviews 2008, Issue 1. Art. No.: CD004704. DOI: 10.1002/14651858.CD004704.pub2

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