PURPOSE: The purpose of this study was to evaluate the effect of a statewide tobacco media campaign on behavioral and attitudinal measures, as well as exposure and recall among non smoking children and adolescents. METHODS: The study uses participants as their own controls in random-digit dialed pretest-posttest telephone surveys. Nonparametric methods were used to assess nominal and ordinal scaled data. A total of 596 non smokers aged 9-18 were interviewed at pretest. The posttest consisted of 306 non smokers randomly selected from and matched with pretest responses. Sample size calculations directed the decision to decrease the sample size from pretest. RESULTS: Nine measures related to the exposure of the campaign were significantly higher at posttest. Respondents were less likely to start smoking in the next six months, had discussed the dangers of smoking with their parents more often, had encouraged friends who were smokers more often to quit smoking, and reported that their friends believed smoking was less acceptable. Advertisements that used traditional fear tones had higher impacts, though fear depicted in the advertisements is better described as an honest portrayal of the true consequences related to smoking. CONCLUSIONS: Results of the study suggest that targeting non smoking youth in media campaigns represents an appropriate and effective prevention strategy. Furthermore, involvement with the target audience appears to aid in the development of messages that are consistent with the values, intentions, and behaviors of the audience.
Learning Objectives: At the conclusion of this session, the participant will be able to: 1. Identify the value of consumer research and pretesting strategies in developing media advertisements to prevent tobacco use. 2. Specify three reasons to target non smokers in tobacco media campaigns. 3. Describe the value of portraying the consequences of tobacco use as the truth, compared to portraying the consequences of tobacco use as scare tactics
Keywords: Tobacco, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.