Effectiveness of a Mass Media Campaign on Oral Carcinogens and Their Effects on the Oral Cavity

Abstract

Objective: To develop a mass media campaign on oral carcinogens and their effects on the oral cavity in order<br />to increase awareness among the general population. Methods: Documentary and public service announcements<br />highlighting the effects of tobacco and its products were designed and developed based on principles of behavior change. A<br />questionnaire, designed to determine the knowledge, attitude and practice of people regarding oral carcinogens, was used<br />to conduct a baseline survey at various sites in eastern Nepal. Local television channels and radio stations broadcasted<br />the documentary and public service announcements. An evaluation survey was then performed to assess the effectiveness<br />of the campaign. Results: Baseline and evaluation surveys covered 1,972 and 2,140 individuals, respectively. A third<br />of the baseline population consumed quid, 22% chewing tobacco, 16% gutka (commercial preparation of arecanut,<br />tobacco, lime and chemicals) and 25% cigarettes. Tobacco consumption differed significantly between 3 ecologic regions<br />with greater use in the Terai region. The knowledge prevalence regarding the oral carcinogens quid (70%), chewing<br />tobacco (82%), gutka (58%) and cigarettes (93%) significantly increased in the evaluation population. Females were<br />more aware about the various tobacco products and their effects on health. More people knew about the harmful effects<br />of tobacco on their health and oral cavity, and had their mouth examined and the frequency of consumption of these<br />products reduced significantly after the campaign. Attitudes towards production, sale and advertisements of tobacco<br />also improved significantly. Conclusions: The mass media campaign was an effective tool for increasing awareness<br />among the population.