Skip Navigation

Strengthen the Evidence for Maternal and Child Health Programs

Sign up for MCHalert eNewsletter

Evidence Tools
MCHbest. Smoking During Pregnancy.

MCHbest Logo

Strategy. Mass Media Campaigns Against Tobacco Use (Pregnancy)

Approach. Educate families about the importance of smoking cessation through a mass media campaign against tobacco use

Return to main MCHbest page >>

Overview. Mass media campaigns use television, print, digital or social media, radio broadcasts, or other displays to share messages with large audiences.[1] Tobacco-specific campaigns can educate current and potential tobacco users about the dangers of tobacco and often include graphic portrayals for emotional messages to influence attitudes and beliefs about tobacco use.[2,3]

Evidence. Scientifically Rigorous Evidence. Strategies with this rating are most likely to be effective...

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.

Potential Data Sources. Data to support this strategy can be accessed through:

  • Educational material access and utilization
  • Website/social media content analysis
  • Partnership engagement data

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

  • Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).
  • Environmental Health. This strategy improves the impact of physical, chemical, and biological factors in the environment on health.

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Outreach (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Population/Systems-Focused

Examples from the Field. Access descriptions of ESMs that use this strategy or aligned components.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the RBA framework (see The Role of Title V in Adapting Strategies).

Quadrant 1:
Measuring Quantity of Effort (“What/how much did we do?”)

  • Number of mass media campaigns launched to educate families about smoking cessation. (Measures frequency of large-scale communication efforts)
  • Number of media channels used to disseminate campaign messages. (Measures breadth of message distribution across different platforms)

Quadrant 2:
Measuring Quality of Effort (“How well did we do it?”)

  • Percent of campaign messages that feature graphic portrayals of smoking harms for emotional appeals. (Evaluates use of effective messaging strategies)
  • Percent of media budget allocated to channels that reach populations experiencing poor health outcomes. (Assesses dedication of resources to health outcomes)

Quadrant 3:
Measuring Quantity of Effect (“Is anyone better off?”)

  • Number of healthcare providers engaged as partners to reinforce campaign messages. (Leverages trusted experts to enhance credibility)
  • Number of schools that incorporate campaign curriculum on smoking harms. (Amplifies messages through integration with youth education)
  • Number of individuals who make a quit attempt after exposure to the mass media campaign. (Shows a key behavior change outcome)
  • Number of families that adopt a smoke-free home policy after seeing the campaign. (Demonstrates impact on child smoke exposure)

Quadrant 4:
Measuring Quality of Effect (“How are they better off?”)

  • Percent of campaign development funds allocated to formative research with key audiences. (Institutionalized use of audience insights to shape messages)
  • Percent of campaign ads that are focus group tested before launch. (Builds in message pre-testing to optimize effectiveness)
  • Percent decrease in smoking rates among pregnant women in communities exposed to the campaign. (Assesses impact on a key maternal health outcome)
  • Percent decline in per capita cigarette sales in markets with high campaign exposure. (Measures population-level behavior change)

Note. When looking at your ESMs, SPMs, or other strategies:

  1. Move from measuring quantity to quality.
  2. Move from measuring effort to effect.
  3. Quadrant 1 strategies should be used sparingly, when no other data exists.
  4. The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.

Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.

References

1 Cochrane-Carson-Chahhoud 2017 - Carson-Chahhoud KV, Ameer F, Sayehmiri K, et al. Mass media interventions for preventing smoking in young people. Cochrane Database of Systematic Reviews. 2017;(6):CD001006.
2 CG-Tobacco - The Guide to Community Preventive Services (The Community Guide). Tobacco.
3 Murphy-Hoefer, R., Davis, K. C., King, B. A., Beistle, D., Rodes, R., & Graffunder, C. (2020). Association Between the Tips From Former Smokers Campaign and Smoking Cessation Among Adults, United States, 2012-2018. Preventing chronic disease, 17, E97. https://doi.org/10.5888/pcd17.200052

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) under grant number U02MC31613, MCH Advanced Education Policy, $3.5 M. This information or content and conclusions are those of the author and should not be construed as the official position or policy of, nor should any endorsements be inferred by HRSA, HHS or the U.S. Government.