ReviewFrontiers in public health2018
Comparing the Cost-Effectiveness of Campaigns Delivered
Review in Frontiers in public health, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers, 1 of them a synthesis that pooled it.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
14 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Are social networks effective in promoting healthy behaviors? A systematic review of evaluations of public health campaigns broadcast on Twitter.Frontiers in public health · 2022Pooled it
- Production of a Health Awareness Video on Precautionary Measures Against Respiratory Infectious Diseases for Public Transportation Drivers: Protocol for a Scoping Review, a Delphi Study, and a Randomized Controlled Trial.JMIR research protocols · 2026Article
- Rangatahi Youth-Led Dissemination Campaign for Cocreated Eating and Well-Being Guidelines: Process and Pilot Implementation Evaluation.JMIR formative research · 2026Article
- Unmasking the appeal: voices of young adults prior to World No Tobacco Day at Qatar University.Frontiers in public health · 2026Article
- Promoting healthy lifestyles in childhood: can a social media campaign targeting parents and carers be a valuable tool?BMC public health · 2025Article
- Barriers to Skin Cancer Diagnosis and Treatment in Low- and Middle-Income Countries and Solutions: A Literature Review.Public health challenges · 2025Review
- How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait.International journal of environmental research and public health · 2023Article
- An evaluation of a short film promoting kindness in Wales during COVID-19 restrictions #TimeToBeKind.BMC public health · 2022Article
- Facebook Users' Interactions, Organic Reach, and Engagement in a Smoking Cessation Intervention: Content Analysis.Journal of medical Internet research · 2021Article
- Facebook-Based Social Marketing to Reduce Smoking in Australia's First Nations Communities: An Analysis of Reach, Shares, and Likes.Journal of medical Internet research · 2020Article
- Review of Evaluation Metrics Used in Digital and Traditional Tobacco Control Campaigns.Journal of medical Internet research · 2020Review
- Breastfeed4Ghana: Design and evaluation of an innovative social media campaign.Maternal & child nutrition · 2020Article
- Generating Engagement on the Make Healthy Normal Campaign Facebook Page: Analysis of Facebook Analytics.JMIR public health and surveillance · 2019Article
- Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media.Frontiers in public health · 2018Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
7 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundReflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions.
methodsA quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by "off-weeks" in which no campaign materials were delivered. Assessed outcomes were the number of campaign response "events" recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs.
resultsOverall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective.
conclusionThe results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.