Can a Mass-Media Campaign Modify Tobacco Smoking in a Large Organization? Evaluation of the Great American Smokeout in an Urban Hospital

Abstract

The Great American Smokeout's effect on smoking in a large urban hospital was evaluated by unobtrusive observations of people in a hospital cafeteria and collection of expired alveolar carbon monoxide (CO) levels from volunteers at a hospital information booth. Number of people observed sitting in the smoking section of the cafeteria, number of people observed smoking, and mean expired CO levels taken from volunteers were reduced only on the day of the Smokeout as compared to data collected during a baseline period during the month prior to the Smokeout, but returned to their previous levels the day after the Smokeout. These results provide empirical support that a mass-media based campaign such as the Smokeout may reduce smoking temporarily, but additional strategies for maintenance of smoking reduction and cessation are needed.