Despite the enormous resources devoted to countermarketing as part of larger tobacco control initiatives, the impact of advertisements on target audiences is difficult to ascertain. To gain a better understanding of the efficacy of countermarketing strategies, we conducted a total of 28 focus groups with youth defined as either current smokers or 'at risk' for smoking. Two hour focus groups were carried out in seven urban, suburban, and rural settings in New York State during summer 2000. Participants were shown ten advertisements: five from the American Legacy Foundation campaign and five from the Philip Morris campaign. Focus groups conducted with urban youth of color yielded surprising findings which may have important implications for future anti-smoking campaigns. Findings: Urban youth heed the lessons of family members more than those gleaned from school or the media, suggesting a potential avenue for anti-smoking messages. Urban youth find advertisements emphasizing individuality highly appealing, while those that address peer pressure they feel do not pertain to them. A complex sense of work complicates perceptions of ads which convey messages relating to industry manipulation. Youth found the most effective ads focused on physical and social consequences of smoking. Because many people in the urban communities of color smoke and cigarettes are easily accessible for children as young as ten years old, it is difficult for youth to appreciate dangers associated with smoking. These must be proven to them and are best conveyed using strong visual facts.
Learning Objectives: At the conclusion of the session, the participants will be able to: 1) Discuss factors related to the uptake of smoking among urban youth of color 2) Evaluate the clarity, effectiveness, and overall message of ten youth oriented anti-smoking advertisements 3) Articulate suggestions for effective future countermarketing strategies aimed at urban youth of color
Keywords: Adolescents, 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.