The Community Intervention Trial (COMMIT) is designed to reduce the rate of heavy smoking in eleven pairs of North American communities over an eight-year period. The intervention, consisting of a minimum of fifty-one activities, is being implemented through local community boards and task forces. This article describes the goals and activities for the public education task force with a specific focus on “media advocacy,” an innovative use of mass media that follows more closely political activist models than traditional public service models. Two brief case studies are presented to illustrate some applications of media advocacy. The reasons for relatively infrequent use of media advocacy are discussed.
Get full access to this article
View all access options for this article.
References
1.
U.S. Surgeon General, Reducing the Health Consequences of Smoking: 25 Years of Progress, Public Health Service, Centers for Disease Control, Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, DHHS Publication No. (CDC) 89-8411, 1989.
2.
HiltsP., Smokers' Health Toll Put at $52 Billion, New York Times (National), p. A 12, February 21, 1990.
3.
YachD., The Impact of Smoking in Developing Countries with Special Reference to Africa, International Journal of Health Services, 16: 2, pp. 279–292, 1986.
4.
MasironiR., Smoking Trends Worldwide, in Abstracts, Seventh World Conference on Tobacco and Health, Perth, Australia, p. 67, April 1990.
5.
PetoR., The Future Worldwide Health Effects of Current Smoking Patterns: WHO Consultative Group Estimates for the 1990s and Beyond, paper presented at the Seventh World Conference on Smoking and Health, Perth, Australia, April 1990.
6.
MattsonM., Evaluation Plan for the Community Intervention Trial for Smoking Cessation (COMMIT), International Quarterly of Community Health Education, 11: 3, pp. 271–290, 1990–91.
7.
CorbettK., Process Evaluation in the Community Intervention Trial for Smoking Cessation (COMMIT), International Quarterly of Community Health Education, 11: 3, pp. 291–309, 1990–91.
8.
ThompsonB., Principles of Community Organization and Partnership for Smoking Cessation in the Community Intervention Trial for Smoking Cessation (COMMIT), International Quarterly of Community Health Education, 11: 3, pp. 187–203, 1990–91.
9.
OckeneJ., Health Care Providers as Key Change Agents in the Community Intervention Trial for Smoking Cessation (COMMIT), International Quarterly of Community Health Education, 11: 3, pp. 223–237, 1990–91.
10.
PomrehnP., Enhancing Resources for Smoking Cessation through Community Intervention: COMMIT as a Prototype, International Quarterly of Community Health Education, 11: 3, pp. 259–269, 1990–91.
11.
SorensenG., Promoting Smoking Control through Worksites in the Community Intervention Trial for Smoking Cessation (COMMIT), International Quarterly of Community Health Education, 11: 3, pp. 239–257, 1990–91.
12.
WarnerK., Selling Smoke: Cigarette Advertising and Public Health, American Public Health Association, Washington, D.C., 1986.
13.
SeldonB. and DoroodianK., A Simultaneous Model of Cigarette Advertising: Effects on Demand and Industry Response to Public Policy, The Review of Economics and Statistics, LXXI, pp. 673–677, November 1989.
14.
TyeJ.WarnerK., and GlantzS., Tobacco Advertising and Consumption: Evidence of a Causal Relationship, Journal of Public Health Policy, 8: 4, pp. 492–508, 1987.
15.
WeisW. and BurkeC., Media Content and Tobacco Advertising: An Unhealthy Addiction, Journal of Communication, 36: 4, pp. 59–69, 1986.
16.
MinklerM.WallackL., and MaddenP., Alcohol and Cigarette Advertising in Ms. Magazine, Journal of Public Health Policy, 8: 2, pp. 164–179, 1987.
17.
KesslerL., Women's Magazines' Coverage of Smoking Related Hazards, Journalism Quarterly, 66: 2, pp. 316–323, 1989.
18.
WarnerK., The Effects of the Anti-Smoking Campaign on Cigarette Consumption, American Journal of Public Health, 67: 7, pp. 645–650, 1977.
19.
FlayB., Selling the Smokeless Society: Fifty-Six Evaluated Mass Media Programs and Campaigns Worldwide, American Public Health Association, Washington, D.C., 1987.
20.
FlayB., Mass Media and Smoking Cessation: A Critical Review, American Journal of Public Health, 77: 2, pp. 153–160, 1987.
21.
CummingsK.SciandraR., and MarkelloS., Impact of a Newspaper-Mediated Quit Smoking Program, American Journal of Public Health, 77, pp. 1452–1453, 1987.
22.
PierceJ.MacAskillP., and HillD., Long-Term Effectiveness on Mass Media Led Antismoking Campaigns in Australia, American Journal of Public Health, 80: 5, pp. 565–569, 1990.
23.
CummingsK.SciandraR.DavisS., and RimerB., Response to an Anti-Smoking Campaign Aimed at Mothers with Young Children, Health Education Research, 4, pp. 429–437, 1989.
24.
FreedmanA., New Smoke from RJR Under Fire, Wall Street Journal, p. B1, February 20, 1990.
25.
SpecterM. and FarhiP., Critics Say Results of Targeted Tobacco Sales Pitches Are Deadly, Washington Post, p. A4, January 21, 1990.
26.
An Uproar Over Billboards in Poor Areas, New York Times, p. D10, May 1, 1989.
27.
Fighting Ads in the Inner City, Newsweek, p. 46, February 5, 1990.
28.
StromS., Switching Ads Rather than Fighting, New York Times (National), p. A8, April 10, 1990.
29.
Media Strategies for Smoking Control Guidelines, U.S. Department of Health and Human Services, Public Health Service, National Institutes of Health, Publication No. 89-3013, March 1989.
30.
Smoke Signals: The Smoking Control Handbook, prepared for the American Cancer Society by the Advocacy Institute, 1987.
31.
BrownL., Hype in a Good Cause, Channels, 7: 7, p. 26, 1987.
