TY - JOUR
T1 - Analysis of media campaign promoting smoking cessation suggests it was cost-effective in prompting quit attempts
AU - Villanti, Andrea C.
AU - Curry, Laurel E.
AU - Richardson, Amanda
AU - Vallone, Donna M.
AU - Holtgrave, David R.
N1 - Copyright:
Copyright 2014 Elsevier B.V., All rights reserved.
PY - 2012/12
Y1 - 2012/12
N2 - The American Legacy Foundation's national EX® campaign, which ran on radio and television in 2008, was designed to promote smoking cessation among adult smokers. The incremental societal cost of EX, in 2009 dollars, was $166 million. Data from eight designated media market areas studied indicate that in a hypothetical nationwide cohort of 2,012,000 adult smokers ages 18-49, EX resulted in 52,979 additional quit attempts and 4,238 additional quits and saved 4,450 quality-adjusted life-years. Incremental cost-utility estimates comparing EX to the status quo-that is, the situation that would have existed in the eight markets with no campaign and no change in cessation behavior-ranged from a cost of $37,355 to $81,301 per quality-adjusted life-year, which suggests that the campaign was cost-effective. These findings bolster previous evidence that national mass media campaigns for smoking cessation can lower smoking prevalence in a cost-effective manner, among both adults and young adults ages 18-24 who are smokers.
AB - The American Legacy Foundation's national EX® campaign, which ran on radio and television in 2008, was designed to promote smoking cessation among adult smokers. The incremental societal cost of EX, in 2009 dollars, was $166 million. Data from eight designated media market areas studied indicate that in a hypothetical nationwide cohort of 2,012,000 adult smokers ages 18-49, EX resulted in 52,979 additional quit attempts and 4,238 additional quits and saved 4,450 quality-adjusted life-years. Incremental cost-utility estimates comparing EX to the status quo-that is, the situation that would have existed in the eight markets with no campaign and no change in cessation behavior-ranged from a cost of $37,355 to $81,301 per quality-adjusted life-year, which suggests that the campaign was cost-effective. These findings bolster previous evidence that national mass media campaigns for smoking cessation can lower smoking prevalence in a cost-effective manner, among both adults and young adults ages 18-24 who are smokers.
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U2 - 10.1377/hlthaff.2012.0277
DO - 10.1377/hlthaff.2012.0277
M3 - Article
C2 - 23213155
AN - SCOPUS:84871852341
SN - 0278-2715
VL - 31
SP - 2708
EP - 2716
JO - Health Affairs
JF - Health Affairs
IS - 12
ER -