Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study
Introduction: Globally, tobacco is a major cause of increased morbidity and mortality rates due to oral carcinoma. Despite the efforts of Government of India on anti-tobacco advertisements and campaigns, there is an increase in the number of consumers whereas the percentage who have attempted to qui...
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JCDR Research and Publications Private Limited
2018-11-01
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| Series: | Journal of Clinical and Diagnostic Research |
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| Online Access: | https://jcdr.net/articles/PDF/12308/35140_CE[Ra1]_F(SL)_PF1(AJ_SL_RK)_PN(P).pdf |
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| author | Sagar S Bhat Abhishek Bhadranna Shesha R Prasad Srinivasa Gopala Rao Anuradha Pai |
| author_facet | Sagar S Bhat Abhishek Bhadranna Shesha R Prasad Srinivasa Gopala Rao Anuradha Pai |
| author_sort | Sagar S Bhat |
| collection | DOAJ |
| description | Introduction: Globally, tobacco is a major cause of increased morbidity and mortality rates due to oral carcinoma. Despite the efforts of Government of India on anti-tobacco advertisements and campaigns, there is an increase in the number of consumers whereas the percentage who have attempted to quit the habit stands at a mere 3%-5%. Aim: To evaluate the effectiveness of media enabled Government of India initiated anti-tobacco and anti-smoking advertisement and campaigns and understand behavioural/psychological response among tobacco users and non-users towards such campaigns. Materials and Methods: This was a questionnaire-based study. A total of randomly selected general public, 250 young adults in the age group of 18 to 25 years, 158-tobacco users and 92-nontobacco users, in South Bengaluru, India was interviewed on one to one basis in the study. A self-administered questionnaire was used to collect the data on basic personal details, specific questions related to Government of India initiated anti-tobacco advertisements, and psychological tests namely Sentence completion test, Thematic Apperception Test (TAT) and Inkblot test were used to check the responses among tobacco and anti-tobacco users. The SPSS version 22.0 software IBM, Corp was used to do the descriptive statistical analysis and the level of significance was set at p<0.05. Results: Of the overall 250 participants, 63.2% were tobacco product users and 36.8% were non-tobacco users. All 100% participants watched the Government of India initiated antitobacco and anti-smoking campaigns. Among overall subjects 49% gave up watching the advertisements due to fear or monotony, 23% of them reduced watching, and 28% felt like giving up the use. Among tobacco users, 48.73% discontinued the habit after watching the advertisements and 51.27% continued with the habit. The Government of India initiated anti-tobacco advertisements were ineffective in 65.19% of the tobacco users. The non-tobacco user group gave a favourable response in Sentence Completion Test and Rorschach Inkblot Test. There was no significant difference in the response seen in the TAT. Chi-Square test analysis was applied to determine the statistical significance between the psychological tests and the effectiveness of Government of India initiated anti-tobacco advertisements among tobacco and non-tobacco users. Conclusion: It was observed that the Government of India initiated anti-tobacco and anti-smoking advertisements had more favourable response among the non-tobacco users whereas, with the current tobacco users, it did not have the desired impact. Psychological tests like TAT was statistically significant with respect to the effectiveness of advertisements (p<0.05) in non-tobacco users. |
| first_indexed | 2024-12-21T15:57:51Z |
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| institution | Directory Open Access Journal |
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| series | Journal of Clinical and Diagnostic Research |
| spelling | doaj.art-1f6692906a6c444094d2c7591d27cc402022-12-21T18:58:02ZengJCDR Research and Publications Private LimitedJournal of Clinical and Diagnostic Research2249-782X0973-709X2018-11-011211LC42LC04710.7860/JCDR/2018/35140.12308Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot StudySagar S Bhat0Abhishek Bhadranna1Shesha R Prasad2Srinivasa Gopala Rao3Anuradha Pai41st Year MDS, Department of Orthodontics and Dentofacial Orthopaedics, SDM College of Dental Sciences and Hospital, Dharwad, Karnataka, India.Chief Clinician, Consultant and Oral Pathologist, Adi’s Dentalaya, Rajaji Nagar, Bengaluru, Karnataka, India.Senior Lecturer, Department of Oral Medicine and Radiology, The Oxford Dental College, Bengaluru, Karnataka, India.Retired Professor Emirates and Head, Department of Pathology, The Oxford Dental College, Bengaluru, Karnataka, India.Professor and Head, Department of Oral Medicine and Radiology, The Oxford Dental College, Bengaluru, Karnataka, India.Introduction: Globally, tobacco is a major cause of increased morbidity and mortality rates due to oral carcinoma. Despite the efforts of Government of India on anti-tobacco advertisements and campaigns, there is an increase in the number of consumers whereas the percentage who have attempted to quit the habit stands at a mere 3%-5%. Aim: To evaluate the effectiveness of media enabled Government of India initiated anti-tobacco and anti-smoking advertisement and campaigns and understand behavioural/psychological response among tobacco users and non-users towards such campaigns. Materials and Methods: This was a questionnaire-based study. A total of randomly selected general public, 250 young adults in the age group of 18 to 25 years, 158-tobacco users and 92-nontobacco users, in South Bengaluru, India was interviewed on one to one basis in the study. A self-administered questionnaire was used to collect the data on basic personal details, specific questions related to Government of India initiated anti-tobacco advertisements, and psychological tests namely Sentence completion test, Thematic Apperception Test (TAT) and Inkblot test were used to check the responses among tobacco and anti-tobacco users. The SPSS version 22.0 software IBM, Corp was used to do the descriptive statistical analysis and the level of significance was set at p<0.05. Results: Of the overall 250 participants, 63.2% were tobacco product users and 36.8% were non-tobacco users. All 100% participants watched the Government of India initiated antitobacco and anti-smoking campaigns. Among overall subjects 49% gave up watching the advertisements due to fear or monotony, 23% of them reduced watching, and 28% felt like giving up the use. Among tobacco users, 48.73% discontinued the habit after watching the advertisements and 51.27% continued with the habit. The Government of India initiated anti-tobacco advertisements were ineffective in 65.19% of the tobacco users. The non-tobacco user group gave a favourable response in Sentence Completion Test and Rorschach Inkblot Test. There was no significant difference in the response seen in the TAT. Chi-Square test analysis was applied to determine the statistical significance between the psychological tests and the effectiveness of Government of India initiated anti-tobacco advertisements among tobacco and non-tobacco users. Conclusion: It was observed that the Government of India initiated anti-tobacco and anti-smoking advertisements had more favourable response among the non-tobacco users whereas, with the current tobacco users, it did not have the desired impact. Psychological tests like TAT was statistically significant with respect to the effectiveness of advertisements (p<0.05) in non-tobacco users.https://jcdr.net/articles/PDF/12308/35140_CE[Ra1]_F(SL)_PF1(AJ_SL_RK)_PN(P).pdfanti-tobacco advertisementsinkblot testnon-tobaccosentence completion testthematic apperception test |
| spellingShingle | Sagar S Bhat Abhishek Bhadranna Shesha R Prasad Srinivasa Gopala Rao Anuradha Pai Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study Journal of Clinical and Diagnostic Research anti-tobacco advertisements inkblot test non-tobacco sentence completion test thematic apperception test |
| title | Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study |
| title_full | Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study |
| title_fullStr | Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study |
| title_full_unstemmed | Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study |
| title_short | Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study |
| title_sort | are the media enabled anti tobacco campaigns effective a pilot study |
| topic | anti-tobacco advertisements inkblot test non-tobacco sentence completion test thematic apperception test |
| url | https://jcdr.net/articles/PDF/12308/35140_CE[Ra1]_F(SL)_PF1(AJ_SL_RK)_PN(P).pdf |
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