Evaluation of a multimedia youth anti-smoking and girls’ empowerment campaign: SKY Girls Ghana

BMC Public Health

Table 3 Differences in baseline characteristics by sample composition in each survey round

	Baseline survey (n = 3775)	Endline survey (n = 2625)	p-value
School and household location			0.000
Living and studying in Accra	9.9	14.1
Living or studying in Accra	15.9	9.7
Living and studying in Teshie, Sunyani or Kumasi	74.2	76.2
Age			0.248
13	31.6	33.2
14	25.0	25.8
15	20.6	19.9
16	22.8	21.1
Religion			0.251
Orthodox Christian (not catholic)	21.5	21.6
Pentecostal/ Charismatic	50.4	49.1
Muslim	18.5	20.3
Other	9.6	8.9
Household wealth quintile			0.824
Poorest	20.6	20.8
Poor	21.1	21.9
Middle	19.5	19.5
Rich	19.4	19.5
Richest	19.4	18.3
Cellphone access			0.731
None	37.3	36.9
Access to a cellphone	62.7	63.1
Daily access to media channels			0.677
No daily access	49.8	49.2
Access to at least one^a	50.3	50.8
Use of social media during the last week			0.388
No access	77.7	78.6
Access to at least one^b	22.3	21.4
Number of monthly social activities^c			0.853
0–1 activities	24.5	25.0
2–3 activities	46.6	46.6
4–5 activities	28.9	28.4
Exposure to antismoking messages in different media^d			0.732
None	40.2	39.8
Yes, in 1–2 media	40.2	39.7
Yes, in 3–5 media	19.7	20.5
Close friends smoking			0.753
None	84.4	84.7
At least one	15.6	15.3
Close family members smoking			0.516
None	79.4	80.1
At least one	20.6	19.9

^aMedia channels include: television, radio. Newspaper, internet on a computer and internet on a mobile phone
^bSocial media include: Facebook, Twitter, Snapchat, Instagram, WhatsApp and YouTube
^cSocial activities such as going to bars/ drinking spots, restaurants, mall, funfairs and sporting events
^dThe media channels included are: television, radio, posters, magazine and social media

ISSN: 1471-2458