Evaluation of a federally funded mass media campaign and smoking cessation in pregnant women: a population-based study in three states.

Abstract

In 2012, theCenters for Disease Control and Prevention initiated a national anti-smoking campaign, <i>Tips from Former Smokers</i> (<i>Tips</i>). As a result of the campaign, quit attempts among smokers increased in the general population by 3.7 percentage points. In the current study, we assessed the effects of <i>Tips</i> on smoking cessation in pregnant women. We used 2009-2013 certificates of live births in three US states: Indiana, Kentucky and Ohio. Smoking cessation by the third trimester of pregnancy was examined among women who smoked in the 3 months prepregnancy. Campaign exposure was defined as overlap between the airing of <i>Tips</i> 2012 (March 19-June 10) and the prepregnancy and pregnancy periods. Women who delivered before <i>Tips</i> 2012 were not exposed. Adjusted logistic regression was used to determine whether exposure to <i>Tips</i> was independently associated with smoking cessation. Cessation rates were stable during 2009-2011 but increased at the time <i>Tips</i> 2012 aired and remained elevated. Overall, 32.9% of unexposed and 34.7% of exposed smokers quit by the third trimester (p<0.001). Exposure to <i>Tips</i> 2012 was associated with increased cessation (adjusted OR: 1.07, 95% CI 1.05 to 1.10). Exposure to a national anti-smoking campaign for a general audience was associated with smoking cessation in pregnant women.