| Summary: | Introduction
In October 2016, the first edition of Mois sans tabac (Tobacco-Free
Month) was launched, a campaign which had invited French smokers to challenge
themselves to quit smoking for the whole month of November. We aimed to study
the effectiveness of this social marketing intervention on quit attempts (QA) in
the general French population, and to study possible differences according to
sociodemographic characteristics.
Methods
This study used data from the 2017 Health Barometer survey, a
random survey conducted by telephone on 25319 individuals. It included 6341
respondents who reported that they were daily smokers when the Mois sans tabac
campaign was launched in 2016. The association between self-declared exposure
to the campaign and making a QA has been studied using multivariate logistic
regressions.
Results
Exposure to the 2016 Mois sans tabac campaign is associated with a QA
lasting at least 24 hours in the final quarter of 2016 (AOR=1.32; 95% CI: 1.07–
1.63, p<0.01), with a QA lasting at least 30 days (AOR=1.95; 95% CI: 1.31–2.91,
p<0.001), and being abstinent at the time of the interview in 2017 (AOR=2.39;
95% CI: 1.37–4.15, p<0.01). A dose-effect relationship is observed between the
frequency of exposure to the campaign and QA, which is mostly explained by the
number of sources of exposure (television, radio, posters, the press, the internet
and social networks). Although certain priority groups (e.g. manual workers, the
unemployed) had poorer recall of the campaign than other groups, the impact of
self-reported exposure to the campaign on QA in unemployed people or those
with less than high school educational level appears to have been greater.
Conclusions
These analyses suggest the effectiveness of the 2016 Mois sans tabac
intervention, in a context of strengthening public tobacco control policies in
France, which may have contributed to the drop in smoking observed between
2016 and 2019.
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